Process A

Dimension I (process oriented)

1. Awareness
2. Consideration
3. Conversion
4. Loyalty
5. Advocacy

Dimension II (Action Oriented)

1. Atract
2. Inform
3. Engage
4. Loyalty
5. Advocacy

Mindmap pAdI

Phases (Brand or Product)

• Development
• Introduction
• Growth
• Maturity
• Decline

Depending on Phase for Case Study we should apply different scales of each process

Conceptual Connections

Loyalty -> Brand Loyalty -> Product Loyalty -> Category

Advocacy -> Brand Advocacy -> Product Advocacy -> Category

Conversion (decision oriented) -> Hard Conversion (decision oriented) -> Soft

Conversion (objective oriented) -> Visitor to Lead Conversion (objective oriented) -> Lead to Prospect Conversion (objective oriented) -> Prospect to Participant