ABSTRACT
This chapter focuses on some companies' main concerns when balancing a coherent identity with change so that the product remains relevant for the consumer. It also focuses on successful brand-building a new idea a product represents is only successful if it has a positive effect on how people think about the product or the company behind it. The chapter considers how product innovation can serve as an important tool in building a brand. To keep track of changes and maintain coherence, it is best to create an innovation architecture that embodies information about what the right changes are for a particular brand. In the fast-moving consumer goods industries, incremental changes in product features or design references are made to give brands a facelift or in an effort to stay up-to-date with the current look and feel. Both incremental and more radical changes of established product features and references will play important roles in building the brand.
