Four steps to ensuring best practice in new brand launches

This article looks at what marketers can do to ensure that communications before a brand launch or extension are effective and help build lasting success, and how that success can be measured.

The launch of new brands or their extensions is integral to consumer packaged goods businesses. Brand extensions are often commercially viable due to the increased likelihood of gaining retail distribution, reduced perceived risk for consumers and enhanced parent brand equity. At the launch of new brands and/or extensions, marketing communications are employed to encourage trial and purchase. Examples include a £1.5m 'Go On Lad' TV ad for promoting Hovis' new range of bread rolls. And not to forget the multitude of commercials introducing Diet Coke, Vanilla Coke, Coca-Cola Life and several other brand extensions launched by Coca-Cola over the past...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands