Nescafe
Brand value: $10.6 billion
1-year decline in brand value: 4 percent
What went wrong: Nescafe dominates coffee markets around the world except the U.S. The company has been overshadowed by the growth in single-cup coffee products such as Green Mountain’s K-Cups and Nespresso.
Reason for hope: The 75-year old brand is making inroads in traditional tea-drinking markets in Asia. It continues to do well in Europe.
