Final Customer Purchasing from an Intermediary of the Product

Acquire Steps: Acquire steps include all activities the customer completes preceding the purchase of the product. These steps include the customer's efforts needed to identify and evaluate Intermediaries and travel to the Intermediary location.

Knowledge: Add knowledge

Company and products: Help customers recognize and recall name of company and its products

C. Attract attention of customers to brand name.

Create an unusual "theme"

Use other approach to develop theme

No. Year SIC Note
1 2000 4899 Microsoft's MSN service has been undergoing a quiet revival. MSN membership has more than doubled, to about 3.5 million. The service branded itself better with a butterfly logo and great TV ads.
2 2004 5331 Every four years Target creates a new store prototype, most recently vastly enlarging the floor space it devotes to baby products and shrinking its men's department. However, the company's signature red and bull's-eye icon always remain consistent.
3 2002 5411 HomeGrocer is an online grocer acquired by Webvan 10 months before it closed and has now emerged from Webvan. The company is known for its cartoon peach logo first launched in 1998. HomeGrocer delivers groceries to customers in Seattle and Portland from warehouses.
4 2001 5621 Chico's has been working to spread their name through television ads on target shows such as "Oprah" and "Martha Stewart Living".

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