Brand Evolution Stage Model
Date Issued
2008
Date
2008
Author(s)
Lin, Ping-Kuan
Abstract
This research studies Goodyear’s brand evolution stage model. The model comprises six stages, namely unbranded goods, brand as reference, brand as personality, brand as icon, brand as company, and brand as policy. The model is just a concept model. The purpose of this research is to examine Goodyear’s brand evolution stage model using case study on two cases, Trend Micro under an IT industry context and Mentor Hair Stylist under a service industry context. The research questions are: 1.What are the brand evolution stages of the two cases under its context? 2. Are the brand evolution stages of the two cases different from Goodyear’s brand evolution stage model? How and why? What are the contingencies making the differences? 3. Is there any new stage not included in Goodyear’s brand evolution stage model from the two cases studied? How and why? This study makes five main contributions to the literature. First, this study demonstrates that Goodyear’s model is not suitable for generalization. The model results differ between different background cases. Second, this study identified an additional stage, brand as attention stage, occurring before the brand as reference stage. However, Goodyear’s brand evolution stage model neglects this stage. The author finds this initial stage particularly important for a newly established company to attract customers’ attention to its brand. Third, this study identifies the possible contingencies underlying the differences between the empirical data and Goodyear’s model. The possible contingencies include industry, industry market stage, founder, main customer, company scale and company strategy options factors. Fourth, Goodyear’s conceptual model is a sequential-nature model. Based on the Mentor case, the author identifies that certain brand stages are implemented simultaneously. Mentor implemented brand as attention and brand as reference strategies simultaneously. Mentor also implemented brand as personality and brand as company strategies simultaneously. Finally, the insights related to the Mentor case make it apparent that advertisements or promotions conducted during brand as personality stage should be shifted and updated according to the market situation and consumer preferences dynamics.
Subjects
Branding
brand evolution
case study
Type
thesis
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