Brand Launches

Launching and relaunching brands

Brand Launches

Daniel Porath and Christian Schaefer, International Journal of Market Research, Vol. 56, No. 4, 2014
Albeit the Bass model was not designed for predicting sales of newly launched drugs, pharmaceutical companies commonly use it for this purpose, mainly because of its good predictive power. Empirical experience, however, mainly refers to mature markets and it is unclear how the model behaves in emerging markets.

Stephen Whiteside, Event Reports, Argyle CMO Leadership Forum, June 2014

This event report reveals how Santander Bank, the Spanish financial services group, has leveraged the views of an online community of consumers and staff to help build its brand in America.

Geoffrey Precourt, Event Reports, ANA Digital & Social Media, July 2014

This event report explains how MINI, the auto marque owned by BMW, connected with its brand enthusiasts and maximised a budget smaller than many of its competitors' when launching the 2014 Cooper Hardtop.

Stephen Whiteside, Event Reports, Internet Week New York, May 2014

This event report explains how SOL REPUBLIC, the headphones brand, is targeting an audience of 18–28-year-olds, and seeking to stand out in a category currently dominated by Beats by Dre, the market leader.

Brian Carruthers, Event Reports, Marketing Week Live, June 2014

This event report describes how MaxiNutrition, the sports nutrition brand, used a sampling event in the UK to trigger social media engagement.

Cannes Creative Lions, Creative Effectiveness Lions, 2014

This case study explains the concept of Thunderclap, a social media tool which allows people to spread messages through grassroots supporters, including three brand examples.

Cannes Creative Lions, Creative Effectiveness Lions, 2014

This case study describes a campaign by Toyota to promote its AQUA eco-friendly car model in Japan, using visible social action projects to enhance its environmental credentials and increase sales.

Cannes Creative Lions, Creative Effectiveness Lions, 2014

This case study demonstrates how Procter & Gamble (P&G), the consumer goods company, launched Vicks ZzzQuil, a sleep aid medication sold over-the-counter in the US and became the branded category leader.

Stephen Whiteside, Event Reports, Mobile Media Upfront, May 2014

This event report describes how E*TRADE, the financial services company, relaunched its brand in the US to target a narrower consumer group, using a campaign during 'March Madness' and increased digital adspend.



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