brand life cycle


brand life cycle
Mktg
the three phases through which brands pass as they are introduced, grow, and then decline. The three stages of the brand life cycle are: the introductory period, during which the brand is developed and is introduced to the market; the growth period, when the brand faces competition from other products of a similar nature; and, finally, the maturity period in which the brand either extends to other products or its image is constantly updated. Without careful brand management, the maturity period can lead to decline and result in the brand being withdrawn. Similar stages can be observed in the product life cycle.

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