品牌创建和全面创新关系探讨

根据品牌专家的观点，文章提出了这样一个问题：品牌创建与创新可以无关吗？为了回答这个问题，文章首先回顾了创新概念的内涵和它的演变，指出无论是创新研究专家还是非创新专家，在提到创新时，关注的焦点仍然是技术创新。文章进一步分析了创新管理的最新理论一全面创新管理的几个假设，发现这些假设值得推敲，并详细分析了品牌专家对创新采取排斥和怀疑的深层次原因。最后，笔者提出，如果从全面创新角度来理解创新，而不仅仅指技术创新，那么创新对品牌创建是完全必要的。但同时指出，应把品牌本身分为品牌内核和外围，外围要持续创新，而内核则相对稳定和不变，从而使创新专家和品牌专家的观点得以协调。

The Relationships Between Brand Building and Total Innovations

Based on the brand experts＇ view, a question is presented： Are there any relationships between brand building and innovations？ To answer that, the concept of innovation and its changing are reviewed; it is found out that to both innovation experts and non-innovation experts, innovations is referred to technology innovations. Then some premises of the latest innovation theory called Total Innovation Management （TIM） are analyzed; but these premises are considered to be questionable, then the deep reasons of why brand experts are doubt and refusal on the innovation in brand building are analyzed. At last, it is pointed out that if taking the innovations as total innovations but not only technology innovations, innovations are definitely needed in brand building. Meanwhile, it is put forth that the brand itself can be differentiated in two parts： brand core and brand shell, the brand shell should be continued innovating, however, the brand core should be kept stable, which coordinates the views of innovation experts and brand experts.