Launching a brand
Radu Dimitriu and Lynette RyalsCranfield School of Management
The principles of launching a brand or a brand extension are critical to a business. Get it wrong and the consequences can be disastrous.
Launching a new brand is an expensive and risky business. Recent US research suggests that launching a new supermarket product typically costs $30 million to $50 million. But, the risks are high: around 70% of all new brands fail within three years. A failed brand launch not only costs the company money, it can also damage its reputation in the market.
In 1985, Coca-Cola...