Buổi 6 - The Foundation: Brand Management Fundamentals - Brand Stages
Brand Stages (Samples)
Samples of Brand Stages
Stage 1: Introduction
- Joints: Promote Product functions, features, quality and usage in a selective demand.
- FWD: Generate knowledge of Who the Brand is & How it creates exchange that satisfy Audience’s perceived demand.
- Nike: Attract Consumers to try out or buy the product.
Stage 2: Growth
- Colocol Extra: Highlight Product/Brand characteristics, values/offers/promises that would be highly-appealed and most-rewarded to Consumers.
- Tiger: Compliments on Consumer image, attitude & lifestyle.
- Acecook: Put Brand in a higher rank in Consumer’s heart & mind vs. Competitors.
Stage 3: Maturity
- Bia Ha Noi: Concrete Brand foot-prints that could influence consumers in staying loyal to the Brand.
- Pepsi: Refresh communications for a new Brand revitalization/reinvention to stimulate more & various demands.