While Innovation is often said to be the primary source of creating brand equity and a sustainable competitive advantage, Prof Stephen Brown (2015) argues that each much-celebrated innovative brand and/or technology over past decades is just building on or recycling the past. Critically examine whether Renovation may (or may not) be instead a better way of creating brand equity and a sustainable competitive advantage.

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Professor Stephen Browns argument challenges the conventional notion that innovation is the sole driver of brand equity and sustainable competitive ad... View the full answer