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Brand launches

Successfully launching a new brand is one of the toughest challenges in marketing. New-product failure rates vary by industry, but it is widely reported that 70%+ of new product launches fail. Launches tend to be expensive and risky, requiring careful research, a plan to ensure acceptance of the new brand in the market, and a communications strategy that engages both heavy category buyers and those who may be new to the category.

Key Reading

Important papers from across the Warc database

Best Practice paper arguing that, because brand launches can be expensive and risky, brand managers need to undertake careful research and execute a strategic launch plan in order to be successful. The paper includes discussion of the three-step stairway to a successful brand launch.
This review of product launches investigates the key underlying factors for product innovation success.
What effective launch strategies look like, based on research covering different categories and countries.
This study examines the performance of successful and failing new brand extensions.
This article provides marketers with guidance on building brands, including a section on launches.

Case Study

This case study describes how Black Mirror, a new rapid insights smartphone app, was launched into the Australian market by CHE Proximity.

Case Study

This case study describes how cider brand Orchard Thieves Cider used a multichannel approach to appeal to Millennials to launch into the market in Ireland.

Case Study

This case study describes how the NHS Leeds CCG (clinical commissioning group), part of the UK's health service, created a safe space for young people called 'MindMate;' a website to make Leeds' mental health services more accessible.

Case Study

This case study describes how Kabuto noodles, a UK noodle brand, launched itself with a clean design language that recalled the 'fresh sophistication' of restaurants like Wagamama into a category dominated by cheap, jokey brands.

Case Study

This case study describes how Armstead, a decorative paint, launched itself as a new trade brand in the UK, engaging with the audience.

Case Study

This case study describes how car manufacturer Nissan used behavioural trends, and attitudinal attributes of the audience's engagement via visual and video content to launch its GT-R marque in India.
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Article

This event report discusses how the Czech brewery, Plzeňský Prazdroj, found a gap in the otherwise saturated long drinks market, launching a cider to appeal to the fifth of drinkers who do not opt for beer.

Article

This case study explains how OnePlus, a Chinese smartphone manufacturer, created a VR experience to launch a new phone.

Article

This article explores the avoidable mistakes that have been known to damage, or worse, kill a brand, and discusses the measures that can be taken to evade these dangers.

Article

This paper describes a UK research project for Sky, a 'triple play' (TV, Broadband & Telephone) service provider, to determine a name for a new nationwide multi-category product launch.

Article

This article outlines how Huawei, a telecommunications challenger brand from China, took on rivals in Western Europe with a product launch tapping content marketing and influencers.

Article

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

    This article explores the avoidable mistakes that have been known to damage, or worse, kill a brand, and discusses the measures that can be taken to evade these dangers.

  2. Article

    This article outlines how Huawei, a telecommunications challenger brand from China, took on rivals in Western Europe with a product launch tapping content marketing and influencers.

  3. Article

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

  4. Article

    This article provides marketers with information and guidance on building brands.

  5. Article

    Inspired by success stories from Europe and the US, this paper investigates the key underlying factors for product innovation success, aiming to discover a model for this success and the required approach.

  6. Article

    Why is it that some new brands fail - even from major players such as Coca-Cola - while others thrive? Because brand launches are expensive and risky, brand managers need careful research and a strategic launch plan to ensure acceptance of the new brand in the market.
View everything on this topic

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