This Case is about STRATEGY
PUBLICATION DATE: July 15, 2009 PRODUCT #: BH340-HCB-ENG
Over time, numerous brands – such as Pan Am, Oldsmobile, and Woolworth – have met with untimely demise. While some are renovated many have dropped into forgetfulness. Substantial investments that were made to develop the brand are lost when a brand expires. Sadly, even the most powerful brands with high net worth are not protected from following departure and brand drop. In the market today, where new product introductions are both dangerous and expensive, it may be worthwhile to assess brands that are falling in revitalizing them along with investments. In this post, we use findings from in-depth case studies, academic literature, and interviews with advertising executives to supply guidelines in coping with brands that are falling.