From the Special Issue Guest Editor: Special Issue on Branding and New Product Development

摘要

Decades ago, new product managers believed that branding was something to start worrying about when the new product's development was close to market launch. However, most academics and practitioners now agree that the relationships between branding and new product development (NPD) are much stronger and much more important than previously envisioned. For instance, brands can serve as platforms for new product ideation (Crawford and Di Benedetto, 2008), and brand identities need to be translated into a consistent design language for individual products and also for complete product families (Kreuzbauer and Malter, 2005). For each new product that will be developed, companies need to decide whether it is more appropriate to develop a new brand name or whether it is more effective to extend an existing brand to the new product.