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Brand launches

Successfully launching a new brand is one of the toughest challenges in marketing. New-product failure rates vary by industry, but it is widely reported that 70%+ of new product launches fail. Launches tend to be expensive and risky, requiring careful research, a plan to ensure acceptance of the new brand in the market, and a communications strategy that engages both heavy category buyers and those who may be new to the category.

Key Reading

Important papers from across the Warc database

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.
This review of product launches investigates the key underlying factors for product innovation success.
What effective launch strategies look like, based on research covering different categories and countries.
This study examines the performance of successful and failing new brand extensions.
This article provides marketers with guidance on building brands, including a section on launches.

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