Essay About Todays Market And Fortune500

A Brand Is Forever
A Brand Is Forever
Abstract Over the years, numerous brands–—such as Oldsmobile, Pan Am, and
Woolworth–—have met untimely deaths. Many more have steadily declined into
oblivion, while others have been revived. When a brand dies, significant investments
that were made to build the brand are also lost. Unfortunately, even the strongest
brands with high net worth are not immune from brand decline and subsequent death.
In todays market, where new product introductions are both expensive and risky, it
may be worthwhile to evaluate brands that are declining and invest in revitalizing
them. However, there is a dearth of studies that focus on declining brands. In this
article, we use findings from academic literature, detailed case studies, and interviews
with marketing executives to provide guidelines in dealing with declining
brands. We analyze the conditions that lead to brand decline and brand death,
highlight signs that may suggest an impending decline, offer insights into assessing the
viability of reviving a brand, and suggest various approaches that can be used to
strengthen the brand and give it a second life.
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