Establishing a new brand is hard work. In categories where people already have a repertoire of brands they happily and easily buy from, these new brands start from zero for the fight for attention in category buyers’ minds, let alone for precious shelf space in retailers.

But what if a brand isn’t exactly new? What does this mean for likely success? Dr. Kirsten Victory and Dr. Will Caruso, senior marketing scientists at the Ehrenberg-Bass Institute for Marketing Science, explain.

Professor Byron Sharp says It's time for marketing to stand up and be confident. We have much to be proud of.

In business there are two main kinds of innovation: making better products and finding better ways to market them.

For the Australian wine industry, the challenge is how to creatively and appropriately promote and sell their reds, whites and sparklings to a new but rapidly expanding group of consumers.

“Fair Trade” branding of products is an emerging marketing phenomenon. It’s also promoted as a trade policy.