Marketing research conducted shows that some brands may be historically well known but their current brand value is deteriorating. Certain signs can be used as clear indicators that the brand’s value is indeed fading. Their status remains static as there is no growth or recent success. Some such companies engage in price wars to maintain their turf and lose the focus. Their volumes maybe showing healthy returns but bottom line might have cause for alarm. The company continues to sell but does not possess genuine passion for what it is doing. There exists a lack of empathy for customer needs. Younger and more nimble companies are disrupting the business or taking away substantial slices off the market. The best way to gauge this brand value decline is the fact that people do not seem to be talking about the company any more. As no brand can go on succeeding forever, some strategies need to be developed to cope up with this shift in brand value or perception.

Source: http://www.brandingstrategyinsider.com/2016/08/5-signs-brand-fading.html#.V77GElt95dg