Applying the Mootee's (2001) Brand Lifecycle Model, this progressive and systematic development may be observed. However, it is mandatory to mention, that this model portrays a successful and almost ideal case of brand development, not including the downfalls and failures a brand usually experience.
1992 Starbucks - Personality and Ingredients Brand
2011 Starbucks - Global Brand
Applying this model to the branding visual aspect, such as logo for instance, we can observe the Brand Lifecycle stages on examples of Starbucks and Nike:
1971 Nike - Product Brand
1978 Nike - Experience Brand
1985 Nike - Corporate Brand
current Nike - Global Brand
1971 Starbucks - Trademark
1987 Starbucks - Service Brand1992 Starbucks - Personality and Ingredients Brand
2011 Starbucks - Global Brand
Reference:
Mootee, I (2007) Innovation Playground [online] Available URL: http://mootee.typepad.com/innovation_playground/advanced_branding_strategy_masterclass/page/2/, Accessed on 8.11.2011
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