Brand Analysis of Stanley and How It Became Popular

Abstract

Breaking the daily rules and building a new lifestyle has always been the value of the American thermos cup brand STANLEY. Since founder William Stanley invented the stainless-steel vacuum flask in 1913, STANLEY has truly changed people's lifestyles. STANLEY has gone through many stages in the past 100 years of development, from the initial use of military thermos cups to no one paying attention. In recent years, through a chance opportunity from the self-media, it has come back into the public eye. This report investigates the market and brand analysis of STANLEY over the past century through literature review. Through investigation, it is found that the success of STANLEY mainly depends on the chance of the current Internet media and the excellent quality products of STANLEY. STANLEY can promote marketing in the future through the integrate a professional brand communication team, omni channel layout and focus, and strengthening then cooperation with other brands.