The INTA conference took place in Washington a few weeks back
and there was an interesting article in the INTA Daily News about what has been
described as deceased or expired brands, otherwise known as
"dead brands".
Dead brands
The article kicks off with this statement: "The birth of a
new brand is usually accompanied by hopes and dreams of a long and
successful market life. But, as we all know, brands die for a
variety of reasons - a host of unpredictable factors including
commercial realities, shifting consumer sentiment, cultural
sensitivities, and ill-gained notoriety can all prove
fatal."
The author cites various examples of dead brands - TAB (the soft
drink), Woolworths, Uncle Ben's and Aunt Jemima - in South
Africa, the brand Woolworths is, of course, in very good health,
but has died in certain parts of the world.
