How to launch a brand successfully: insights from the Ehrenberg-Bass Institute

This article provides an insight into successful launch strategies for new brands, based on research covering different categories and countries.

How to launch a brand successfully: insights from the Ehrenberg-Bass Institute

Stephen WhitesideWarc

Successfully launching a new brand is one of the toughest challenges in marketing.

New-product failure rates – of course – vary by industry, but a telling example comes from research firm Nielsen, which found that only 24% of the 60,000 offerings introduced into Western Europe's fast-moving consumer goods sector in a two-year period were still available 12 months after first hitting store shelves.

And during a recent Warc webinar, Jenni Romaniuk – a Research Professor at the Ehrenberg-Bass Institute for Marketing Science, part of...

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