Pretty much anyone with the technical skill can create and launch their own cryptocurrency, but, they will go nowhere without a community backing it. A successful cryptocurrency requires people investing their time, money and resources; by either mining, participating in the product(s) linked to the currency or simply purchasing and trading it.
What is an Initial Coin Offering?
How does a cryptocurrency get its initial value?
A cryptocurrency can quickly gain initial value in the form of an Initial Coin Offering (ICO). This is where the creators offer pre-mined units of the cryptocurrency to the general public. From there on it's all based on a number of factors: supply/demand, the currencies fundamental utility, its public perception, regulations and more.