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New brands: Performance and measurement

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
Taylor and Francis
Singh, Jaywant
db6316ed-e404-4c5a-873c-6e97c94fe531
Wright, Malcolm
b91319a5-5906-4824-8a9a-b7dba3654d3e
Singh, Jaywant
db6316ed-e404-4c5a-873c-6e97c94fe531
Wright, Malcolm
b91319a5-5906-4824-8a9a-b7dba3654d3e

Singh, Jaywant and Wright, Malcolm (2016) New brands: Performance and measurement. In, The Routledge Companion to Contemporary Brand Management. Taylor and Francis, pp. 186-197. (doi:10.4324/9781315796789-21).

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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More information

Published date: 15 July 2016
Additional Information: Publisher Copyright: © 2016 Francesca Dall’Olmo Riley, Jaywant Singh and Charles Blankson. Copyright: Copyright 2021 Elsevier B.V., All rights reserved.

Identifiers

Local EPrints ID: 450967
URI: http://eprints.soton.ac.uk/id/eprint/450967
PURE UUID: 2157f702-b508-4576-80a3-d9c878c8a40a
ORCID for Jaywant Singh: ORCID iD orcid.org/0000-0002-0766-0162

Catalogue record

Date deposited: 27 Aug 2021 16:30
Last modified: 28 Aug 2021 02:00

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Contributors

Author: Jaywant Singh ORCID iD
Author: Malcolm Wright

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