Choose the button corresponding to the market in which you want to introduce the new brand. The form shown in Figure 44 will appear and guide you through the process of launching a brand. The name of the new brand must be entered using the naming conventions discussed in section II.3. The role of this new brand in your portfolio should be entered as well; although it has no impact on brand performance, it has proven to be quite useful. Finally, you must indicate the base R&D project of the brand, i.e. the technical brand’s specifications. It must be selected from the list of available R&D projects included in the form.
Once you have launched a new brand, you need to make marketing mix decisions for that brand, and you must allocate commercial people to it, in the channels where you want to distribute the brand.
Figure 44 – Brand portfolio decisions – New brand launch