ABSTRACT
Innovation is essential for firm success, and to enhance success, firms endeavor to introduce numerous new products. One might expect brands with higher equity to have an advantage when launching new products, and therefore attain higher success. When launching new products, firms and their brands encounter various hurdles toward achieving success as they face an increasingly competitive marketplace and strive to live up to consumer desires, needs and expectations. New product introductions tend to signal something new to the market, which generates attention. In particular, if a firm's environmental footprint has not established a favorable impression, it is challenging to change consumers' brand attitudes merely by introducing green new products. In addition, as firms search for ways to respond to new consumer trends, managers of higher equity brands need to be cognizant of the strong associations that they have established. Similarly, considering the well-entrenched attitudes associated for older brands, they tend to face the same challenges.
