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. It is also important to consider the brand's name and design from the outset.

Definitions

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 bringing a new product to market. This includes conceptualising ideas, designing, developing and eventually launching a new product or service in the market.

Key insights

1. The parent brand of a new variant launch should be easy to recognise