Hello, I’m Jim Glover, That Branding Guy, for Once
a Day Marketing™. Today we are looking at brands that
may not survive in the year ahead.
We have
discussed numerous times that to remain successful a brand has to be unique,
relevant and resonate with their customers and potential customers. Another key element to brand success is being
top of mind with consumers when it is time to make a purchase.
Below is the
list of brands 24/7 Wall Street is
predicting will disappear in the coming year along with a brief description of
key reasons for their demise:
- Smart Cars – Sales plummeting amid stiff competition from other automakers
- Office Max – Ripe for takeover as online retailers eat into sales; will fade away if merger with Office Depot is approved
- American Apparel – Not keeping pace with customer preferences
- PacSun – Revenue per locations is not strong and still on the decline
- A&P – Not keeping up with trends and in bankruptcy as they face strong competition
- Volkswagen’s TDI brand – decimated by the gas mileage scandal
- US Airways – Fading away as American Airlines continues to absorb the airline after 2013 merger
- Ashley Madison – Their brand promise of privacy was destroyed overnight by a data breech, the company will face an uphill battle to entice new customers into trusting the site
- RadioShack – Bankruptcy forced the sales of assets; the electronics chain is not likely to survive new ownership and branding changes
- Sears – Along with subsidiary Kmart, has lost $1 billion annually for the last several years and sales continue double-digit declines for Sears
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