Why brands fail is a question asked by Top management as well as the

overall organization when a brand fails. During the process, no one notices

the failure of the brand. It is only after the company has given up that they
realize where the Brand had failed. To understand why brands fail, let us have
a look at the past of branding.

There were times when the Products ruled and manufacturing was the king of
the trade. However, with increasing industrialization, came the time of selling
and companies with good sales people ruled the market. But slowly and
surely, the market moved on further and then came the time of Marketing and
Branding.

Companies began to differentiate themselves from the competition with their

marketing efforts, and due to these marketing efforts, the Brands of the
company and its brand equity grew higher and higher. With the growth of
Brand equity, expectations grew for the brand. And any brand which made a
wrong move, whether it was in product or services, dropped severely. Only
the individual product or the service did not drop, it was the brand which
dropped.