IMPACT OF BRAND LIFE CYCLE TO EXTEND PRODUCT’S LIFE CYCLE

Brand creates the impression of distinction that allow consumers to differentiate and clarify which products offered to be the better choice. This study aims to make sense of brand insights, to answer the question whether brands are like products in that they have life cycle. This research uses an empirical, and phenomenological approach, involving related experience process to obtain a basic and comprehensive picture. Like product, a brand also has its own life cycle. Unlike products that end in the loss of sales on the market after it enter the declining phase, brand have residual that allows to survive in the market. When brand already had a good impression and emotional connection with consumers, it will allow the brand to remain present in the behind of consumers. This condition allows the brand to remain present even though the product is no longer available, and re-launching the brand allows its product to have a chance to come back.