This essential demonstrates how innovation decisions in leading brand companies can achieve higher success rates in the future. Currently, the majority of new product launches in the branded economy do not survive even twelve months. The so-called flop rate is as high as 85 percent, depending on the industry. Clearly, there are issues in the innovation management of many brand providers. A significant cause of this is the fact that the fields of innovation management, brand management, and trend research have so far been viewed in different disciplines and thus from specific perspectives. The holistic innovation model effectively brings these three areas of knowledge together. This essential helps brand managers to timely recognize market opportunities and risks, strategically respond to them, and thus secure the success of brands.