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Brand launches


Key reading

Brand launch

Launching a brand

Best Practice paper arguing that, because brand launches can be expensive and risky, brand managers need to undertake careful research and execute a strategic launch plan in order to be successful. The paper includes discussion of the three-step stairway to a successful brand launch.
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How success stories from the past can inspire future innovation

This review of product launches investigates the key underlying factors for product innovation success.

The value of advertising a launch

Why the quality of launch advertising can affect the development of both brand awareness and trial.

Patterns of success and failure

This study examines the performance of successful and failing new brand extensions.

What we know about building brands 

This article provides marketers with guidance on building brands, including a section on launches.




Latest case studies

HTC VIVE: Virtually Dead

This case study shows how VIVE, a virtual reality system, successfully launched in the European VR market using an experience led campaign.

HTC VIVE: Virtually Dead

This case study describes how Taiwanese electronics company, HTC, launched its VR offering VIVE with the creation of a world-first immersive experience in London and Paris.

AMF Fastigheter: Urban Escape - the Rooftop experience

This case study describes how the property company AMF Fastigheter in Stockholm attracted tenants for the 62 000 m2 Urban Escape offices and justified some of the city's highest fees with the help of a pair of virtual reality goggles and a free app.

Philips Air Purifiers: Bringing air pollution closer to people's lives

This case study shows how Philips, an electronic appliances brand, grew its air purifiers market share by making air pollution a personal issue.

Latest articles

Exploring the past behaviour of new brand buyers

This research examines the retrospective buying behaviour of customers acquired by a new brand, both at category and brand level.

Sky: Computational Semiotics - Mapping emergent cultural themes for naming research

This paper describes a UK research project for Sky, a 'triple play' (TV, Broadband & Telephone) service provider, to determine a name for a new nationwide multi-category product launch.

1843: How digital insights helped launch a print-media brand

This event report shows how 1843, a style and culture magazine published by The Economist Group, used digital insights to build its strategy both offline and online.

How Do Teaser Advertisements Boost Word of Mouth about New Products? For Consumers, the Future Is More Exciting than the Present

Future-framed marketing is highly effective in generating positive product-related word of mouth (WOM) for new products.

Want to find out more? Contact us

Monique Dolbin

Americas

Monique Dolbin
+1 202 778 0680
americas@warc.com

Nicola Tillin
Ed Pank

Asia Pacific

Ed Pank
+65 3157 6200
asiapacific@warc.com