BRAND PROMOTION STRATEGIES AT DIFFERENT STAGES OF THE PRODUCT LIFE CYCLE

Abstract

The article focuses on the exploration of brand promotion strategies at various stages of the product life cycle. The aim of the article is to examine the features of building brand promotion strategies at different stages of the product life cycle. The scientific study employed general scientific methods of cognition, such as analysis, synthesis, generalization, systematization, and modeling. The research results indicate that during the introduction stage, it is advisable to implement strategies such as deep market research, the creation of a unique selling proposition, the establishment of competitive pricing, and active product promotion. At the growth stage, it is important to focus on product improvement, market expansion, distribution enhancement, and brand strengthening. During the maturity stage, it is recommended to adopt strategies of diversification, price policy adjustment, and targeted marketing campaigns. The saturation stage involves cost optimization, emphasis on loyal customers, and preparation for a potential product phase-out. In the decline phase, repositioning and rebranding become priorities to maintain competitiveness. At the brand revival stage, strategies aimed at renewing interest in the product, such as new promotional campaigns, should be implemented. The proposed methodology for brand strength analysis, based on indicators such as public engagement, product uniqueness, brand identity, service quality, and innovation, effectively assesses the current state of the brand and ensures its adaptability to market changes. A balanced approach to brand analysis helps identify challenges and supports strategic planning, contributing to the brand's long-term growth and development. The tool not only helps identify the current challenges faced by the brand but also facilitates strategic planning for the future, ensuring its resilience and adaptability. This becomes crucial for successful navigation at each stage of the product life cycle, which in turn contributes to the brand's sustained growth and development. The practical significance of the study lies in providing tools for strategic brand management at different stages of its life cycle.