Desarrollo de una marcaproducto para Gesta Diseño®. Un caso de innovación incremental

The purpose of this case study is to guide the reader through the process of incremental innovationof a product. The path towards innovation starts with a review of design trends andends with a design brief. The case takes the company Gesta Diseno® as an example to illustratean innovation process that enhances brand representation. The framework of incremental innovationfor Gesta Diseno® assumes a small yet constant level of innovation which, supportedby brand image, allows the company to achieve a competitive advantage in the market. Themost relevant recommendation from this case is to use an incremental innovation strategy asan instrument to strengthen the brand of small companies.