The possible brand evolution process is suggested by Goodyear (1996)s. It consists of six stages, namely unbranded
goods, brand as reference, brand as personality, brand as icon, brand as company, and brand as policy.
However, the Goodyear model is just a general and conceptual model. This study considered the case of
Indian e-retail Company, Flipkart. The results of this case study indicate that there are three brand evolution stages
existing in the companies in the retail industry context. The authors found that the sequence of the brand evolution
stage model in the e-retail industry context is brand as identity, brand as reference, and brand as personality. For the
e-retail companies, the author found the brand evolution stage model and suggests that three stages are followed
Unbranded stage , brand as a reference and brand as a personality. The e-retail companies may not experience the
brand as an icon, a company and policy.

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