Abstract
Any successful business is generally good at new brand development; it is part of the life blood of the organisation and failures are regarded as an opportunity to learn. Many a big business that exists today has been founded on an innovative idea and has continued to thrive through having further good ideas.
This is a preview of subscription content, log in via an institution to check access.
Access this chapter
Tax calculation will be finalised at checkout
Purchases are for personal use only
Preview
Unable to display preview. Download preview PDF.
Author information
Authors and Affiliations
Editor information
Editors and Affiliations
Copyright information
© 1998 Pamela Robertson
About this chapter
Cite this chapter
Robertson, P. (1998). New Brand Development. In: Hart, S., Murphy, J. (eds) Brands. Palgrave Macmillan, London. https://doi.org/10.1007/978-1-349-26070-6_3
Download citation
DOI: https://doi.org/10.1007/978-1-349-26070-6_3
Publisher Name: Palgrave Macmillan, London
Print ISBN: 978-0-333-65909-0
Online ISBN: 978-1-349-26070-6
eBook Packages: Palgrave Business & Management CollectionBusiness and Management (R0)