Creating a new brand is building an image from the ground up. No previous history or brand equity other than the expertise of the company’s founders and investors. Erecting a new brand properly the first time ensures its relevance and increases its longevity. For most, the first impression is crucial in establishing credibility and trust. The need for brand creation may be driven by some of the following circumstances:
- Introduction of a new company, organization, or event
- Introduction of a new product or service
- Introduction of a new autonomous subsidiary of a larger company
- Merger of several companies to form a new company
Some examples of new brands include Jetblue, Yahoo, Altria, eBay, Accenture, and Cingular Wireless.