A Brand is

Decline AndDeathOf Brands -

Power of a brand lies in its equity with its consumers.

Brand equity may decline with passage of time leading

to a brand’s demise.

1.Generative force ( Managerial Actions) –

E.G.- SUNFILL.

A) Product quality-

Compromised product quality for low costs .

Short term advantage.

Brand loyalty impacted in long term and brand declines.

D) Brand neglecting –

Vimal Suiting’s a credible brandwas neglected by Reliance as it was seen as a healthy brand.This led to its demise.

E) Inability to stay with the target market –

Godrej’s JUMPIN juice failed toconnect with the audience.

The consumers found the other products more attractive.

E.G.- Maltova drinks

MALTOVA drinks, once touted as a good brand

could not change much and was eventually

overtaken by ever changing health drinks

brands like BOOST, HORLICKS, etc.

Revitalization of brands –

In order to revitalize a dead brand managersshould follow the following guidelines.

4) Correct mismanagement of the brand –

As previously mentioned, managerial actions are probably the most common cause of brand decline.

Following are three ways to address some consistent themes that have emerged in declining brands.

Created by Yash Shah, Sardar Patel College Of Engineering, During an internship with Prof Sameer Mathur, IIM Lucknow.

www.IIMInternship.com