Every year there are predictions as to which companies will succeed or fail. Using predictors such as:

Declining sales and losses

Disclosures by the parent of the brand that it might go out of business

Rising costs that are unlikely to be recouped through higher prices

Companies that are sold

Companies that go into bankruptcy

Companies that have lost the great majority of their customers

Operations with withering market share

Ten brands have been identified as disappearing by the end of 2014. These predictors have been wrong in the past, but the likelihood these brands will disappear from the United States is high. The top ten are:

1. J.C. Penny Co., Inc
2. Nook
3. Martha Stewart Living Magazine
4. LivingSocial
5. Volvo
6. Olympus (digital cameras)
7. WNBA
8. Leap Wireless
9. Mitsubishi Motors
10. Road & Track

The article is here.

Each of these brands has had their success moments and some have been part of our culture for decades. Yet, they are not currently doing well.

There are moments in time that could be pointed to when culture shifted and each of these brands did not follow. Once a brand is seen as less culturally relevant, it can be difficult to change perceptions and JCP is a strong example. “Fair and Square” tried hard to change what the brand means to people and yet sales have not responded positively. Instead, the brand has decided to return to previous strategies.

I will certainly be watching these brands and using up all the LivingSocial deals I have purchased.