There are many factors that influence the success of new products. Understanding how consumers view a company's brand is often the most important factor. Companies have two options when branding new products - launch under an existing parent brand or create a new brand. Launching under a parent brand can provide benefits but risks diluting the parent brand. Consumer research is key to understanding brand associations and whether consumers will accept a brand in a new product category. Getting this right is important to the success of a new product launch.