http://www.iaeme.com/IJM/index.asp 970 editor@iaeme.com International Journal of Management (IJM) Volume 11, Issue 8, August 2020, pp. 970-981, Article ID: IJM_11_08_088 Available online at http://www.iaeme.com/IJM/issues.asp?JType=IJM&VType=11&IType=8 ISSN Print: 0976-6502 and ISSN Online: 0976-6510 DOI: 10.34218/IJM.11.8.2020.088 © IAEME Publication Scopus Indexed IMPACT OF BRAND LIFE CYCLE TO EXTEND PRODUCT’S LIFE CYCLE Michael Adhi Nugroho Post Graduate Program, Universitas Prof. Dr. Moestopo (Beragama), Jakarta, Indonesia Rudy Harjanto Post Graduate Program, Universitas Prof. Dr. Moestopo (Beragama), Jakarta, Indonesia ABSTRACT 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 mind 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. Keywords: Brand, Consumer, Life cycle, Product. Cite this Article: Michael Adhi Nugroho and Rudy Harjanto, Impact of Brand Life Cycle to Extend Product’s Life Cycle, International Journal of Management, 11(8), 2020, pp. 970-981. http://www.iaeme.com/IJM/issues.asp?JType=IJM&VType=11&IType=8 1. INTRODUCTION Brand encompasses names, symbols, and designs that are identified easily, and is integrated to the product. Brands help consumers to identify a product and distinguish it from other products and services. Brand is important because it makes an impression on consumers but also allows consumers to differentiate and to clarify what is being offered between competing products and finally the decision to which choose the better perceived product.