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BRAND LIFE CYCLE (BLC)

BY SUBHANKAR GOSWAMI

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"A product is something made in a factory; a brand is something that is bought by the customer. A product can be copied by a competitor; a brand is unique. A product

can be quickly outdated; a successful brand is timeless." - Stephen King, WPP Group, London.

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WHAT IS BRAND LIFE CYCLE?

A model developed in the mid 1990s by Idris Mootee.

It was designed to help companies understand:How a particular brand should be positionedAnd its relation to the companies overall

strategy. This model enables companies to look at their

corporate strategies, portfolio of brands and products in a meaningful way.

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STAGES OF BRAND LIFE CYCLE

Birth of the Brand

Growth of the brand

Maturity of the Brand

Decline of the Brand

Death of the Brand

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Birth of the brand: The Brand is introduced into the market Publicity campaigns are launched to promote its functions, features,

quality and usage and attract customers to try out or buy the products.

Growth of the brand: The brand begins to build up its following among consumers during

this stage. The cumulative effect of marketing begins to show and the market

share expands. The company must further step up its advertising efforts, and the

advertising must highlight the characteristics and value of the brand.

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Maturity of the brand: Brands have a considerable market share and have reached their

sales peak, with growth beginning to slow down. Brand influence at this stage is at its height and the kinds of

marketing strategies to be adopted are many.

Decline of the brand: Brand awareness is high but sales are on the decline. Other characteristics include falling prices, weakening

competitiveness and emergence of new products.

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THE BRAND LIFE CYCLE MODEL

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Product Brand – Most brands start as a product brand. Category Brand - defined as having leading market share within a category. Personality Brand - which establishes a strong brand personality that

consumers identify with. Experience Brand - which goes beyond traditional service and product

excellence with a strong sense of uniqueness. Ingredient Brand - which is actually a co-brand since it co-exists together

with others who might be responsible for physically manufacturing products or delivering of the service. 

Corporate Brand - After being extremely successful these brands become cash generating trademarks.

Global Brand - expanding geographically to become a global dominant leader.

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A CASE STUDY TO EXPLAIN BRAND LIFE

CYCLE

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LIFEBUOY IN INDIA

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LIFEBUOY IN INDIA

The case study helps in understanding the difference between a product and a brand.

It also enables to study the behavior of a product during various stages of its life cycle.

The current competitive marketing environment during the new millennium is forcing managers to understand the needs of modern consumers and reevaluate the changing opportunities and threats in an evolving global marketing place.

The concept of Product Life Cycle (PLC) since its inception in the early 1950s, gained significant recognition as a tool for effective marketing strategy in understanding the behavior of product on sales, profits, 4P’s of marketing and consumer approval.

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Since inception in late 19th century, Lifebuoy, was a nimble and good citizen brand of India, reaching millions of rural customers with a promise of ‘health and hygiene’ as a platform of its business.

Its famous advertising jingle, tandurusti ki raksha karta hai Lifebuoy… was so famous that it enabled the brand ‘Lifebuoy’ to be perceived as a ‘red carbolic soap’ for several decades.

The brand passed through prolonged stages of growth and maturity during most of the second half of 20th century and was faced with a decline stage during early 21st century with sales falling at the rate of 15%–20% per year.

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The downward trend of Lifebuoy carbolic soap sales made Hindustan Lever Ltd., to withdraw the product category during 2002 and rejuvenate the brand with prudent marketing strategies by optimally utilising the brand image.

This case study analyses how Lifebuoy managed to extend the brand life cycle.

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LIFEBUOY PRODUCTS :

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“If you can, be first. If you can't be first, create a new category in which you can be first." - Al Ries & Jack Trout

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THANK YOU!!!