There is also a tendency to confuse the term “brand” with
the communication effort behind a brand name. More than a
name, a brand is an embodiment of the product – what it
does, how well it does it, who it does it with, and how it feels
to be having it done. A series of considerations related to
brand strategy and usage need to be worked out in new
product development, before a product is launched into the
marketplace. This expands the repertoire of questions that
must be answered when developing a new product.
Traditional Stage-Gatee procedures investigate technical
and market related questions, whether the product can be
made efficiently and whether there are buyers willing to pay
for it (Cooper, 2005). Expanding the brand to a global setting
complicates the situation.