If the marketing campaign is unable to successfully communicate what the brand is communicating
, then the product will face serious threat of being eliminated. The potential as well as present customers should be able to relate their need being satisfied from the new brand launched. The next very important thing is the target of the market campaign. Companies often tend to make the mistake of overstretching their marketing campaign to irrelevant markets or worse to misdirect their marketing campaign to those markets which are not their potential customers. This is a very grim mistake and will cost the company a lot of money without considering the consequences. These are some of the very basic guidelines a company must follow to be able to launch a new brand successfully.