Final Customer Purchasing from the Product Producer

Acquire Steps: Acquire steps include all activities the customer completes preceding the use or the consumption of the product. These steps include the customer's efforts needed for evaluation and acquisition of the product.

Knowledge: Add knowledge

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

B. Create brand for company or product

Build entirely new brand


No. Year SIC Note
1 1987 3500 Betz customizes boilers, cooling, wastewater and process system treatment,through the recent formation of Betz Industrial, to focus its expertise on certain industries.
2 2003 3651 Last year, Japanese copier maker Ricoh conducted its first global brand campaign. While budgeted at $15 million a year, a fraction of what Hewlett-Packard Co. spent, the campaign doubled the company's name recognition.
3 2003 4512 Lufthansa has focused on the Star Alliance, which also includes United Airlines, and has established a strong position in central Europe. Many carriers expect the expansion of the EU to bring additional markets that aren't yet served by low-cost, point-to-point carriers.

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