A brand's equity and power lies in its relationship with consumers. Over time, a brand's equity can decline due to various factors, leading to its demise. Some common reasons for brand decline include compromised product quality, brand neglect, inability to stay relevant to the target market, and failure to evolve with consumer preferences. To revitalize a declining brand, managers should address prior mismanagement issues, re-establish product quality, reinvigorate brand messaging and positioning, and reconnect with the target consumer base. Correcting past mistakes is key to restoring a brand's vitality.

1. A Brand is

3. Decline
And
Death
Of 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.

6. 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.

9. D) Brand neglecting –
Vimal Suiting’s a credible brand
was neglected by Reliance as it
was seen as a healthy brand.
This led to its demise.

10. E) Inability to stay with the target
market –
Godrej’s JUMPIN juice failed to
connect with the audience.
The consumers found the other
products more attractive.

13. 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.

20. Revitalization of brands –
In order to revitalize a dead brand managers
should follow the following guidelines.

24. 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.

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