NPD and Brand Extension in a context of Brand Architecture

In the last decades companies have been trying to serve and cover markets with a variety of products and servies aimed at responding to the key request of satisfying all needs leaving no consumer out. This should be done with consciousness and with the purpose of building the best architecture that can respond to market forces, selecting and determining the path to successful new product launch. New product launches can be thought as a way to enhance the perception of the brand and to structure an effective brand architecture. In structruring strategies, companies always have to keep in mind some criteria for keepingan achievable vision: Be customer centric, Invest in creating a robust brand, Less is more, Selectively employ sub-brands, Selectively extend brands.