It is a progressive loss of brand integrity due to weakening of essential brand elements. It also includes losing the respect of consumers and consistency of the brand. It is a gradual process. For example, a number of US airlines are facing brand decay since years.

Reasons of Brand Decay

Here are some most important reasons of brand decay −

●      Company fails to manage strategies, create new value, and acquire new customers or new marketplaces.

●      Company treats the brand merely as a static asset than as a medium to create customer value.

●      Customer expectations are more than what a brand can deliver.

●      Presence of issues in brand equity building.

●      Company palms off brand-customer relationship on customer service department.

●      Company halts innovations in products or services. The worst part is, customers start suggesting innovations.