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A new brand’s behaviour in an established market

Janet Hoek (Associate Professor of Marketing, Massey University, Palmerston North, New Zealand)
Zane Kearns (Lecturer in Marketing, Massey University, Palmerston North, New Zealand)
Kathryn Wilkinson (Media Planner, Promotus Advertising, Wellington, New Zealand)

Journal of Product & Brand Management

ISSN: 1061-0421

Article publication date: 1 February 2003

3732

Abstract

Although managers can use panel data to monitor their brands’ performance in fast‐moving‐consumer‐goods categories, the regularities researchers have documented apply to stationary and unpartitioned marketplaces. However, the introduction of a new brand may alter the structure of a marketplace and thus the behaviour patterns consumers display. This paper discusses the regularities typically observed in stable markets and considers these in the context of a market that had just experienced a new brand launch. It is concluded that the new brand behaved as an established brand very quickly and that the generalisations used to benchmark existing brands provided accurate predictions of the new brand’s performance.

Keywords

Citation

Hoek, J., Kearns, Z. and Wilkinson, K. (2003), "A new brand’s behaviour in an established market", Journal of Product & Brand Management, Vol. 12 No. 1, pp. 52-65. https://doi.org/10.1108/10610420310463135

Publisher

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MCB UP Ltd

Copyright © 2003, MCB UP Limited

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