What role does branding play in new product development and line extensions? How do you determine whether you’ve got brand permission from consumers to introduce a new product? Once upon a time, Apple made computers. Now they define the relationship between you and the entire digital universe. It happened because they unlocked the power of their brand and developed new products and services that delivered on the promise of the digital future. Brand Power & New Product Development starts with a review of smart branding practices: the impact of brand equity, the value of a brand, the impact of brand strategy & positioning. Then we move on to customer, competitive and trade factors that will give you permission to succeed. From the basics of brand strategy to the steps necessary to succeed in the marketplace, Brand Power & New Product Development provides the guidelines you need to unlock the power of your brand.