Industry Innovation and Brand-Mode Shift

Abstract

Brand strategy is defined to be based on the cognition of customers, and is centered on the "exchange, sense, symbol" principle and designed for integration of management, marketing, and communication. However, the industries-innovation now is changing the system of production and exchange and making the shift of interaction of business from the viewpoint of service-dominant (S-D) logic and S-logic. This brand-mode shift is emerging from an “activity system” with customer augmentation.

Keywords

• branding
• service-dominant logic
• brand-mode shift
• activity system
• brand logic