New Flanders DC study: "Prototypically Branded Innovations"

In times of crisis budgets are under high pressure. In this context prototypical brands, or brands that have become synonyms for specific product categories, prove to be an excellent means to efficiently launch new products. That is the conclusion of this study by Frank Goedertier of Vlerick Leuven Gent Management School together with Flanders DC.

Companies often find it very difficult to introduce new products into the market. Using existing brands can make that innovation process more efficient. Customers / consumers are less risk averse to familiar brands. On the other hand, an innovative image can increase the perceived newness of a branded new product. In his report, Frank Goedertier illustrates this by means of a new Nike golf tee as an interesting example.

Download the full report.