New brands: Performance and measurement
New brands: Performance and measurement
One of the major activities in brand management is the development and launch of new products. Manufacturers are keen on new brands because these are believed to fulfil unaddressed consumer needs, strengthen perceptions of the parent brand, provide advertising cut-through due to their newness, and help to compete for distribution and shelf facings within retail stores. New brands, thus, provide an important avenue for maintaining the parent brand’s competitiveness and for securing future revenue.
186-197
Singh, Jaywant
db6316ed-e404-4c5a-873c-6e97c94fe531
Wright, Malcolm
b91319a5-5906-4824-8a9a-b7dba3654d3e
Dall'Olmo Riley, Francesca
15 July 2016
Singh, Jaywant
db6316ed-e404-4c5a-873c-6e97c94fe531
Wright, Malcolm
b91319a5-5906-4824-8a9a-b7dba3654d3e
Dall'Olmo Riley, Francesca
Singh, Jaywant and Wright, Malcolm
(2016)
New brands: Performance and measurement.
In,
Dall'Olmo Riley, Francesca, Singh, Jaywant and Blankson, Charles
(eds.)
The Routledge Companion to Contemporary Brand Management.
Taylor & Francis, .
(doi:10.4324/9781315796789).
Record type:
Book Section
Abstract
One of the major activities in brand management is the development and launch of new products. Manufacturers are keen on new brands because these are believed to fulfil unaddressed consumer needs, strengthen perceptions of the parent brand, provide advertising cut-through due to their newness, and help to compete for distribution and shelf facings within retail stores. New brands, thus, provide an important avenue for maintaining the parent brand’s competitiveness and for securing future revenue.
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Published date: 15 July 2016
Additional Information:
Publisher Copyright:
© 2016 Francesca Dall’Olmo Riley, Jaywant Singh and Charles Blankson.
Identifiers
Local EPrints ID: 435870
URI: http://eprints.soton.ac.uk/id/eprint/435870
PURE UUID: 8d803cec-dba1-4a78-84ef-fa49d37f27be
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Date deposited: 22 Nov 2019 17:30
Last modified: 17 Mar 2024 03:59
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Contributors
Author:
Jaywant Singh
Author:
Malcolm Wright
Editor:
Francesca Dall'Olmo Riley
Editor:
Jaywant Singh
Editor:
Charles Blankson
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