How to launch a brand successfully: insights from the Ehrenberg-Bass Institute

Stephen Whiteside

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

How to launch a brand successfully: insights from the Ehrenberg-Bass Institute

Stephen WhitesideWarc

Successfully launching a new brand is one of the toughest challenges in marketing.

New-product failure rates – of course – vary by industry,...

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