Brands and branding: Brand launches, relaunches

 

A finding from the UK IPA dataBANK of 880 case studies is that re-launches produce greater business effects than other marketing activities. So what can we learn from looking at the case studies? Firs ...

This paper addresses the importance of a corporate brand identity, the importance of market research, and how results were implemented and made use of within the company. The paper shares the process ...

Helen Wing, global innovation director at Research International, finds that despite client willingness to launch brand extensions, they are more likely to fail than new products (which are also highl ...

Angela Pirrie, brands director at charteredbrands, provides two case studies to illustrate her contention that post-modern marketing practice encourages customisation in the way each NPD idea is appro ...

Oliver Lewis-Barclay, strategic partner at Hooper Galton, asks why do more new brands and products fail now than ever before. His answer is that we are faced with too much choice, and that in today's ...

Bruce Tait, managing partner at Tait Subler, contends that creativity should be the driving force in the development of brand strategy, and that, too often, 'scientific' based strategies lead to me-to ...

Mike Leiser, senior partner at Prophet, argues that it is the role of marketing to spur innovation and improve the financial track record of new products, services and ideas. Using a multitude of exam ...

Revitalising brands is an almost ongoing process as products and services travel through their various lifecycles, and the energy expended in doing so is often justified by the fact that revitalisatio ...

This paper discusses the difficulties facing brands which are attempting to launch into established markets. In particular, it is argued that launch strategies are frequently more concerned with the p ...

Describes how Lego launched Bionicle, a new range of toy products for boys. The project involved close partnership with the Danish advertising agency, Advance, developing a movie storytelling context, ...

Describes the research which helped the Columbia TriStar Marketing Group to develop the Spider Man brand around the film.

The authors’ approach turns the core of marketing thinking on its head by arguing that success is achieved, not by unique differentiators as conventional wisdom dictates, but by delivering the generic ...

CBeebies was launched last year in the UK as the BBC's dedicated pre-school pan-media brand. Lyn Eryl-Jones looks at how the brand was conceived, created, launched and evaluated, and shows how the BBC ...

This paper describes the work that has been carried out in support of a modelling approach aimed at measuring and predicting the potential of marketing an international brand successfully in new marke ...

From December 2000 the Financial Accounting Standards Board through it Emerging Issues Task Force in the US has introduced an internal accounting change. This will require many promotional techniques ...

Perhaps more than any others, the last few years have seen an incredible turnover of brands. Newcomers have exploded from nowhere, and leaders have vanished almost without a trace. This pace of change ...

The author believes that brands need to fit into the context of consumers' lives - and the nature of 'brand experience' is all important in determining the brand's relationship with its public. This ...

This article argues that well-designed public relations activity is a vital precursor to advertising in the development of dot.com start-ups. The author uses Sears.com as an example.

Describes how Fisher-Rosemount launched a new business-to-business product (for process-control systems) using integrated marketing.

Argues that the built-in inertia of many markets is often more significant than market quality in the success of new launches. Merely producing an excellent product is not enough; one must also unders ...

Daewoo's launch into the United Kingdom has been the most successful since records began. This has been achieved by breaking many of the long-established rules of car marketing, one of which concerns ...

The objective of this paper is to bring to the fore the type of research required to launch specific cosmetic and hair products in a culture which is difficult to define, such as the Japanese culture, ...

In the ever changing business environment of emerging markets such as China, the advantages of being a first mover are immense. While the importance of market research in new product development is un ...

This study discusses the advantages and dangers of pioneering FMCG brands in new geographical markets, a subject so far neglected in the existing literature. Pioneering advantages have mostly been res ...

The paper discusses the benefit of the introducing of the health insurance system in the Czech Republic. It explains the role of particular subjects of the system : government, health insurance compan ...

'Why do some products fail while others succeed? This question has been a perennial favourite amongst managers and academics. The reasons, of course, are many, complex and interactive; some measurable ...

The author describes a conceptual framework of branding via the internet, and suggests that the framework can, by organising and integrating current knowledge, assist market planners to develop succes ...

The authors investigate the role of market orientation and strategic flexibility in helping Thai firms manage the recent Asian economic crisis. As hypothesised, market orientation has an adverse effec ...

The paper suggests that there is relatively little research exploring the dependency between marketing strategy at different levels (corporate, business and functional) within organisations. In respon ...

With increasing evidence of innovative late entrants leapfrogging market incumbents, the long-held belief that entry barriers equate to sustainable incumbent advantage is being questioned. The authors ...