A brand must deliver its promise. That is what guarantees its survival in the long run and the company must keep its brand alive in market memory, which otherwise is short. Your competition never sleeps. A little over-confidence, one misstep and your competition will supersede you easily. The moment that happens you are history.
There are several brands that we always thought were invincible, but eventually wrote their own epitaphs. And, the demise of several ‘big boys’ continues to make headlines…even into 2012. Take a look at who’s likely to bite the dust
Research In Motion–Blackberry
Blackberry—once the most popular smartphone in the world—was the pride of Research In Motion (RIM). But RIM has seen a steady and sharp decline in sales and earnings over the past two years. It has lost its ability to sustain operations independently. Its competition soon overtook it—Apple’s iPhone and the Google Android together brought down Blackberry’s market share to 10% in 2011. Rumors are rife now that several companies are eyeing it for a takeover, Microsoft, Amazon, and Samsung being named being amongst them.
The airline along with parent company AMR went bankrupt on November 29, 2011. At that time it claimed that it would restructure its costs and continue normal business operations. However, this cutting costs is exactly what might tighten the noose on the company. The grapevine has been whispering that US Airways, Delta, and private equity firm TPG are getting their bids ready for .
The once top-notch film company is looking to either shut shop or sell—including its printing and digital photography operations and metamorphose into a patent licensing company. Kodak revenues fell from $1.756 billion to $1.462 billion last year, and lost $222 million. It then managed to get a $950 million debtor-in-possession credit facility and the company claimed it could keep itself afloat during bankruptcy. But, this seems unlikely and Kodak is certain to perish.
The queen of shows, Oprah Winfrey, was who viewers turned their televisions sets on to see, but they scarcely got to see her after The Oprah Winfrey Network entered 85 million homes in 2011. Winfrey didn’t even make an appearance until the start of 2012 and most of the program line-up failed to impress viewers. TRPs took a heavy toll and the 1 million audience at its launch crashed to a sad 300,000! Discovery Creations the partner of OWN says it does not see itself supporting a venture that is unlikely to be profitable in the long run. So it will soon be ‘bye-bye’ OWN!