The Brand Evolution Stage Model - A Case Study of Flipkart
The possible brand evolution process is suggested by Goodyear (1996)s. It consists of six stages, namely unbranded goods, brand as reference, brand as personality, brand as icon, brand as company, and brand as policy. However, the Goodyear model is just a general and conceptual model. This study co...
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| Format: | Article |
| Language: | English |
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Srusti Academy of Management
2015-06-01
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| Series: | Srusti Management Review |
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| Online Access: | http://www.srustimanagementreview.ac.in/paperfile/762414798_The%20Brand%20Evolution%20Stage%20Model-Anuradha%20Mishra-Vol%20-%20VIII%20%20Issue%20I%20%20Jan%20-%20Jun%202015.pdf |