January 2012
Intermediate to advanced
512 pages
24h
English
When they came into being, all the major brands examined so far – Nike, Lacoste, Amazon, Orange, l’Oréal, Nivea, Ariel – were of course also new brands. Over the years, and often by intuition, chance or accident, they became major brands, leading brands, powerful brands.
Since at one point they were all necessarily new, we might ask ourselves what the established brands have or have done that the others don’t have or have not done.
Launching a brand and launching a product are not the same
Marketing books devote chapters to the definition of new products, but none to the launching of new brands, except for an occasional word or two on how to choose the name of a new product. This confusion between product and brand is ...
