New Brands and the Existing Market

A S C Ehrenberg

This paper reports on part of a programme of work at the Centre for Marketing and Communications at the London Business School, supported by some 30 leading companies in the UK and USA.
  

New Brands and the Existing Market

A S C EhrenbergLondon Business School and Stern School, NYU

Developing a new brand is risky. Hence much data about the market, the new brand concept, the product, and its pre-test market and test market performances are usually pored over. But marketing people cannot easily relate such data to how the new brand will actually perform.

In as far as the brand is new, its ultimate sales performance will naturally be difficult to predict. But for packaged grocery products or 'fmcgs', it is known that the established brands all attract much...

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