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 today's 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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