Why some brands fade away, why others don’t

Some brands fade away while others endure, and the reasons behind this phenomenon are varied. Examples from India illustrate this point. Luna, once a popular two-wheeler, lost its value proposition as the economy grew and more people could afford motorcycles or cars. Similarly, Dalda, a vanaspati product, declined as nutritional science evolved and consumers grew suspicious of hydrogenated fats.

BPL, Videocon, Solidaire, and Onida were once leading consumer electronics brands in India, but global competition, falling prices, and rapidly evolving technology diminished their market share. The Ambassador automobile represented Indian status and power, but was eventually overshadowed by better technology and reliability from global carmakers.

Regulations can also be a contributing factor, as seen with the Ambassador which might not have survived without India's closed economy. Gold Spot and Citra faded away when Coke and Pepsi returned to the Indian market. However, Campa Cola, Thums Up, and Limca managed to survive. The success of these beverages may be attributed to their unique qualities, such as Thums Up's extra punch and Limca's distinctive cloudy lemon flavor.

While nostalgia alone is not enough for a brand's survival, these exceptions demonstrate that a strong reason for a brand's existence is essential in today's rapidly changing world. The key to surviving is the ability to evolve and maintain relevance amidst shifting consumer preferences, technologies, regulations, and aspirations.