A Product Launch and a Brand Launch Is Different In Brand Management

Marketers are developing products every now and then, from a small basic necessity to a world class luxury, as they are trying to move consumers from a low involvement area to a high involvement area.

Well launching a product is not as difficult as in comparison to launching a brand. Everyone talks about launching a product every so often, but when it comes to a brand launch there is a hype created everywhere to attract customers from the initial phase of the brand launch. The reason behind the difference in launching a brand and launching a product is that when a product is being launched, it is launched under an umbrella of an existing brand and products change regularly. On the other hand when a brand is being launched it has to start from the scratch because it will be offering a whole new experience to the customers and it stays for a longer period of time. Another type of brand launch is update and upgrade of an existing brand and then by lending its name to a higher quality product. This brand will not need any advertising that will sell the product but the brand’s identity and positioning itself will help in the selling process.

When it comes to brand creation, the most important concept to remember is that if the new born brand does not convey its core values from the start and as soon as the brand is launched, then it is very unlikely that it can ever become a major brand. Therefore, in a new brand launch, knowing the brands intangible values is just as likely important as deciding on the advantages the product will be offering. For a marketer, to make a new brand successful it needs to be treated as a full brand and not as a product name presented in advertising. When a brand is launched it becomes necessary to act before the product name becomes a brand symbol with a much broader and deeper meaning than earlier. In a brand launch, the principles need to be taken care of are beginning with defining a platform for the brand, then carrying forward the systematic steps of brand positioning, determining the flagship product, the language and territory communication for the brand, selecting a strong name, progressing with the 360 Degree communication and ending by laying the brands foundation.

All the above steps are needed to be gone through thoroughly and systematically as to have a successful brand launch. Though it is a lengthy and time taking process but at the end when the brand takes a powerful position in the mind of consumers, it is worth of taking the stress.