Corporate Eye

10 Brands that Will Die in 2014

brands that will die in 2014 10 Brands that Will Die in 201424/7 Wall St. has released its annual list of the well-known brands that it predicts will disappear from the U.S. marketplace within the next 18 months. The brands on the 24/7 Wall St. list of brands that will die in 2014 suffer from one or more of the following problems: declining sales, rising costs, lost customers, withering market share, disclosures by the parent company that a brand will go out of business, and companies that have been sold or went into bankruptcy.

Last year, 24/7 Wall St. was wrong on three of its brand demise calls — Avon, the Oakland Raiders, and Salon.com, but three brands did, in fact, disappear from America–Suzuki, MetroPCS, and Current TV. Other brands that were acquired but retained their brand names or simply rebranded include American Airlines, Talbots, and Research In Motion.

You can follow the link to learn more about the list of 10 brands predicted to die in 2013 by 24/7 Wall St.

Which brands does 24/7 Wall St. flag as ones poised for death in 2014 in the United States? The list follows. Visit the 24/7 Wall St. website to view all of the details about the 10 brands that will die in 2014.

1. J.C. Penney

J.C. Penney has been in the news over the past year numerous times as its since-ousted CEO Ron Johnson introduced a new pricing model and marketing approach for its retail stores. In January, 24/7 Wall St. ranked J.C. Penney as the most hated company in America for 2012. While the company has reverted back to its pre-Johnson pricing and marketing strategies and even re-introduced popular brands that died during Johnson’s tenure, pundits don’t have much hope for this brand to survive.

2. Nook

The Barnes & Noble Nook is in big trouble. Both Apple and Amazon.com offer better products, and the stand-alone e-reader market is shrinking faster than you can say “tablet.” That’s right. It’s all about tablets, and as prices drop for feature rich tablet devices, e-readers sales will continue to plummet.

3. Martha Stewart Living Magazine

This is the first of two print magazines that appear on the list of 10 brands that will die in the United States in 2014. With a shrinking print industry that simply cannot compete with lower-cost digital production and distribution of magazine content, it’s not surprising to see Martha Stewart Living Magazine on this list.

4. LivingSocial

Daily deals websites got a massive amount of attention when they originally launched, but their decline has been steady since those early days. It’s a business model that needs to be completely restructured, and bigger players are better positioned to lead that charge than LivingSocial.

5. Volvo

24/7 Wall St. reports that Volvo’s U.S. market share dropped to 0.3% in April 2013. Douglas A. McIntyre of 24/7 Wall St. writes, “Car sales are growing in the United States, but brands with market shares under half a percent cannot compete with companies that either produce high-luxury models like Mercedes-Benz or multiline giants like General Motors.”

6. Olympus

The entire digital camera business is down as more and more people choose to use their smartphones for taking pictures and instantly sharing them online. Brands that aren’t already in leadership positions have little chance at increasing sales, so it’s not surprising to see Olympus on the list of brands that will die in 2014.

7. WNBA

The Women’s National Basketball Association was founded in 1996 and has 12 teams (down from 18 since 1996). Attendance is down and TV viewership is very low. McIntyre explains, “Owners have little financial reason to support the league. The Chicago Sun Times reported in 2011 that ‘the majority of WNBA teams are believed to have lost money each year.’”

8. Leap Wireless

Leap Wireless is a small player in a market led by mergers and acquisitions. The brand landed on the list of 10 brands that will die in 2014 because it’s so small. “Leap is too small to survive,” explains McIntyre. “The risk factors disclosed in Leap’s annual report read like a road map to Chapter 11.”

9. Mitsubishi Motors

Mitsubishi is the second automotive brand to appear on the list of 10 brands that will die in 2014. Like Volvo, Mistubishi’s U.S. market share was just 0.3% in April. As a non-luxury brand with a small lineup of models offered, 24/7 Wall St. expects Mitsubishi to follow in Suzuki’s footsteps and exit the U.S. market.

10. Road & Track

Road & Track is the second print publication brand to appear on the list of 10 brands that will die in 2014, and it’s death will come for many of the same reasons that Marta Stewart Living Magazine will die within the next 18 months.  Print magazine publishing is no longer an economical business model for Road & Track.

What do you think of the list of 10 brands that will die in 2014? Did 24/7 Wall St. get it right? Leave a comment below and share your thoughts.

Image: Melodi2

 10 Brands that Will Die in 2014
Susan Gunelius is the author of multiple marketing, social media, branding, copywriting, and blogging books, and she is President & CEO of KeySplash Creative, Inc., a marketing communications company. She also owns Women on Business, a leading blog for business women. She is a featured columnist for Entrepreneur.com, a featured writer for Forbes.com, and the Guide to Blogging for About.com. Additionally, her marketing-related articles have appeared on websites such as MSNBC.com, FoxBusiness.com, WashingtonPost.com, TheStreet.com, SmartMoney.com, TodayShow.com, BusinessWeek.com, Yahoo! Finance, Yahoo! Small Business, and more. She has nearly 20 years of experience in the marketing field having spent the first decade of her career directing marketing programs for some of the largest companies in the world, including divisions of AT&T and HSBC. Susan also appears at in-person and virtual events where she speaks about marketing, branding, social media, and more (visit www.SusanGunelius.com for more information). You can connect with her on Twitter, Facebook or LinkedIn.

 
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