A leading marketing expert has warned that as many as 75 per cent of all new brands launched in the UK struggle to make an impact.

Jasmine Montgomery, deputy managing director of FutureBrand, said the main issue in establishing a successful brand was the dominance of bigger market players.

Speaking on BBC One Breakfast, Ms Montgomery stated she was unsurprised by reports that the top ten UK grocery brands are all established products such as Coca Cola and Cadbury.

She said her company “estimate that three out of every four new brands launched in the UK fail, so of course many companies are looking at how to minimise that risk”.

Ms Montgomery added: “The best way to minimise that risk is to stick with the brands that consumers know and love, the brands that have been around for 100 years.”

The problem of launching a new brand and marketing it against an established one was that the latter has the benefit of 100 years in public consciousness, she concluded.ADNFCR-8000151-ID-17568520-ADNFCR

Related Topics: General Marketing