Brand-new

For the band, see Brand New (band). For other uses, see Brand New (disambiguation).

In marketing, brand-new products or services are created and promoted under a new brand. This is a brand strategy alongside the brand stretching, line extension and multi-brands strategies.[1] The brand-new strategy is focused on creating and introducing new products effectively. It involves researching a market to discover consumer needs that provide a market opportunity, generating ideas on how to approach that opportunity, and commercializing a product by communicating how the product covers the needs. [2]

Companies may introduce brand-new products that replace previous products as a leading function for marketing, instead of making small incremental improvements on existing products.[3]

References

  1. ↑ Rajagopal (2009). International Marketing, 1E. Vikas Publishing House Pvt Ltd. p. 239. ISBN 8125918566.
  2. ↑ G. Michael Maddock, Luisa C. Uriarte, Paul B. Brown. Brand New: Solving the Innovation Paradox -- How Great Brands Invent and Launch New Products, Services, and Business Models. John Wiley & Sons, 2011. ISBN 1118061454.
  3. ↑ Jon Sundbo (1998). The Theory of Innovation: Entrepreneurs, Technology and Strategy. Edward Elgar Publishing. p. 131. ISBN 1781008892.
This article is issued from Wikipedia - version of the Tuesday, November 25, 2014. The text is available under the Creative Commons Attribution/Share Alike but additional terms may apply for the media files.