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Branding New Products and Services

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Making Innovation Last: Volume 2

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Abstract

The choice of a brand name for a new product or service may at first appear more tactical than strategic. However, once the launch is made under a given name, it is difficult to change that name. Therefore, the choice of a brand name has long-term impact. Furthermore, a wise choice may bring opportunities for brand name extensions or alliances with other brands. These are important implications to take into consideration when launching new products and services with critical strategic dimensions.

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Authors and Affiliations

  1. INSEAD, Sorbonne Universités, France

    Hubert Gatignon

  2. Grenoble Ecole de Management, France

    David Gotteland & Christophe Haon

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  1. Hubert Gatignon
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  2. David Gotteland
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© 2016 Hubert Gatignon, David Gotteland and Christophe Haon

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Gatignon, H., Gotteland, D., Haon, C. (2016). Branding New Products and Services. In: Making Innovation Last: Volume 2. Palgrave Macmillan, London. https://doi.org/10.1007/978-1-137-57264-6_7

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