What we know about brand launches

Explores what new brands need to consider when launching, as marketplaces are often highly cluttered and a launch strategy requires significant investment over the long-term.

Brand launches can be an expensive and risky undertaking. A high proportion of new brands launch in highly cluttered marketplaces and can struggle to achieve standout. There isn't a one-size-fits-all approach to launching a brand successfully, but it is important to be prepared to invest a significant amount of money over the long-term.


Brand launch: This refers to when a new brand or brand extension is introduced into the market. This involves marketing and communicating the brand concept and Unique Selling Proposition (USP) effectively to consumers, and achieving targeted distribution.

New Product Development (NPD): The process of...

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