Building new brands: addressing some common misconceptions and questions

This post is by Professor Jenni Romaniuk, Associate Director (International) at the Ehrenberg-Bass Institute for Marketing Science, the world’s largest centre for research into marketing. Jenni is co-author, with Professor Byron Sharp, of How Brands Grow Part 2 (Oxford University Press, 2015).

News 9 years ago Unknown author

Successfully launching a new brand is one of the toughest challenges in marketing. New insights from the Ehrenberg-Bass Institute for Marketing Science draw on one of the chapters in the book How Brands Grow Part 2, Emerging Markets, Services, Durables, New and Luxury Brands. In this blog, I will address some of the common questions and misinterpretations that emerged.

Read the full blog at the WARC.