For CiMAGE, a company should go through four steps: protect, promote, maintain and expand before it become strong; a product should go through these steps before it is well-known to others. However, others may not think so. They may argue that their business did not follow these but they are still able to success. Yes, you may success, but in the past. Now, the trend had changed, the way of doing in the past may not be suitable for today.
According to CiMAGE, the first step is protection, and then only followed by promotion, maintenance and expansion. However, protection may not only be done in the first steps but also in others steps. Thus, protection is in the middle and can be linked to different steps. This shows that protection is important and is a foundation of a company and a product or brand development.