Although declining brand equity is not inevitable,
brands for whom strength has declined (usually driven by
declining Energized Differentiation) can also be seen in this
same quadrant. Brands whose Strength has started to dip
below the level of their Stature display the first signs of
weakness, which may well be masked by their still-buoyant
sales and wide penetration. Examples include such brands
as Macy’s and Visa.