Cebu's Butch Carungay wins Asia Jewelry Design Gold - Planters ...

Herbert M. Sancianco has over 20 years of experience inadvertising, marketing and sales operations. He ownsand manages Market Bridges, Phils. Inc., a full marketingservices company, with offices at 11-0 BurgundyCorporate Plaza, 252 Sen. Gil Puyat Avenue, Makati City.The author can be reached at mbpidmbc@i-manila.com.ph or at Tel: (63-2) 886-4122 to 23.Every so often, you will reminisceabout a product name that you may haveused for the longest time and basicallygrew up with. Perhaps it was a food orbeverage brand, health supplement,fashion brand, restaurant, vacation placeand so on. It was a good product name,as you would say, and it was part of yourlifestyle.So what happened to those brands?A little research will tell you that some ofthem may have already disappeared fromthe market, or has remained stronglyentrenched to this very day. Those that areno longer there may have been replacedwith a challenger brand or have fallenvictim to obsolescence given the radicalshifts in the marketplace.Those that are still around are calledlegacy brands. These are brand namesthat continue to be visible for more than50 years. Who could forget Chocnut,Max’s, Aristocrat, Savory, Little Quiapo,United American Tiki-Tiki, Magnolia orManila Hotel?A product is in trouble when it displaysa continuously declining demand trend,which is due to one or several factors.• A competitor has penetrated thetarget market with a stronglypositioned and leveraged brand.The rival brand might have betteradvertising, more acceptableprice, strong distribution networkand customer support, and soforth.• A new, competing productmight promise consumers moreor superior benefits. Consider theway that makers of bottled teabaseddrinks are latching ontothe fitness craze and successfullychipping away at the marketshare of sugar-heavy, caffeineladencarbonated soft drinks.Clockwise: Shutterstock photo / Johnny Lye,Radomir JIRSAK, Lori Martin, Rohit Seth26 / sme.com.ph