Through the years, numerous brands-such as Oldsmobile, Pan Am, and Woolworth - have met untimely deaths. Many have steadily diminished into oblivion, while some are animated. Substantial investments that were made to build the brand are lost, when a brand dies. Unfortunately, even the strongest brands with high net worth are not protected from brand drop and subsequent death. In the market today, where new product introductions are both dangerous and expensive, it may be worthwhile to invest in revitalizing them and to appraise brands that are declining.
Yet, there is a dearth of studies that focus on brands that are declining. In this post, we use findings from academic literature, comprehensive case studies, and interviews with marketing executives to provide guidelines in dealing with brands that are underperforming.
PUBLICATION DATE: July 15, 2009 PRODUCT #: BH340-HCB-ENG
This is just an excerpt. This case is about SALES & MARKETING
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