It takes a lot of effort to build a strong brand, and even more to maintain it. One bad marketing blunder or faulty product can tarnish a company’s reputation forever, sending consumers straight to its rivals. Even Apple (AAPL), with its status as the hippest company on Earth, is likely running its PR people ragged trying to curb negative consumer perception in the face of company lawsuits, the disappointing iPhone 5 release, and Samsung's (SSNLF) aggressive ads.
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Interbrand, one of the nation’s experts on global brands, recently compiled data on the top companies that are failing to maintain consumer appeal. The following are the top ten brand names that are losing their fanbases -- and maybe big bucks because of it. The consultancy measured brand value as a combination of financial performance and conceptual brand value.
The past four years have not been kind to Dell (DELL). The company is still one of the world's largest computer manufacturers, but its newest strategy to move away from PCs and into the mobile market is raising eyebrows. Dell has been struggling to create a competitive smartphone, but its first model, the Venue, failed to attract consumers, leading to the Venue's discontinuation in March. Interbrand values the Dell brand at $7.6 billion, citing a 9% decrease since 2011. This is the lowest for Dell in 11 years, and its stock price reflects the fall. Right now, Dell is trading at $9.55 per share and has lost 34.72% in value since the beginning of the year. Although it is not faring as poorly as competitor Hewlett-Packard (HPQ), Dell is going to have to think fast if it wants to remain a household name.