Desarrollo de una marca-producto para Gesta Dise？o？: Un caso de innovación incremental

the purpose of this case study is to guide the reader through the process of incremental innovation of a product. the path towards innovation starts with a review of design trends and ends with a design brief. the case takes the company gesta dise？o？ as an example to illustrate an innovation process that enhances brand representation. the framework of incremental innovation for gesta dise？o？ assumes a small yet constant level of innovation which, supported by brand image, allows the company to achieve a competitive advantage in the market. the most relevant recommendation from this case is to use an incremental innovation strategy as an instrument to strengthen the brand of small companies.