Here at MUIPR, brand loyalty consumes our daydreams. Our writers seek to understand what makes Americans partial to certain brands and abhor others. We’re not the only ones. “Business Insider” recently briefed this writer on brand predictions for ten companies where the odds aren’t looking pretty. The publication shed some light on “24/7 Wall Street’s” annual brands report that was published this past July. “24/7 Wall St.” identifies American brands that will disappear before the end of the next year based on some key factors, which include:

1. Declining sales and losses;
2. Disclosures by the parent of the brand that it might go out of business;
3. Rising costs that are unlikely to be recouped through higher prices;
4. Companies that are sold;
5. Companies that go into bankruptcy;
6. Companies that have lost the great majority of their customers; and
7. Operations with withering market share.


Our list below highlights the top ten companies that met this criteria. For full trend details, please visit the full report.


10. Aeropostale

This one might be tough for millennials to swallow. Stores like Aeropostale, Abercrombie & Fitch, and American Eagle were such mainstays in our youth, but teens today just don’t opt for these brands any longer. 24/7 reports that Aeropostale’s revenue fell 12 percent from the same period last year, down to $396 million, and predicts impending extinction for the brand. Will Abercrombie suffer a similar fate next? Maybe their models can clue us in.


9. BlackBerry

Now even our grandparents are caving in and buying iPhones. This cannot be a good decade for BlackBerry. Maybe a big time buy-out could save the brand but survival-of-the-fittest economics tell us otherwise.


8. Time Warner Cable

Not everyone may be aware that Time Warner Cable is set to be bought by Comcast for $45.2 billion this year. “24/7” predicts that “If the deal goes through, the two biggest cable companies would come together to form one super cable company, reaching over 30 million subscribers, and the TWC brand could be gone.”

Could this be such a bad thing for the company if it is bought out? What are the implications for its already existing ventures, not to mention its employees?


7. Shutterfly

Telling times show that services such as the ones Shutterfly offers are not satisfying the American public anymore. It’s sad that no one really wants to print photos.  Why can’t we have “Instagram” and photo printing coexist in a celluloid obsessed world together?


6. Russell Stover

The deal is already done for Russell Stover. “Swiss chocolate company Lindt & Sprungli announced that it will buy Russell Stover on Monday and the deal is expected to close in August or September,” according to “24/7.” Although the brand won’t totally die, does this mean supermarket shoppers will be that much more overloaded by Lindt ads?


5. Alaska Airlines

Surprisingly enough, even though Alaska Airlines is one of the few independent and trusted airlines left, it’s predicted that the airline will be scooped up by a bigger player in the industry.


4. Zynga

Although “FarmVille” proved to be a mega success, Zynga has not been able to keep up with the annoyingly omnipresent “Candy Crush.”


3. Hillshire Brands

Not exactly sure why the packaged meats brand inserted itself in a bidding war between Tyson Foods and Pilgrim’s Pride in the first place, but don’t be surprised if it comes down from supermarket shelves in the coming year.


2. DirecTV

Wild things are happening over at DirecTV. AT&T gives mergers and acquisitions a whole new name with the deal that is expected to take place this year. “24/7” reported:

“AT&T is expected to buy DirecTV this year in a $50 billion deal.  Before the deal goes through, AT&T must first prove that this acquisition won’t hurt customers or other competing companies. Should the deal pass, AT&T could increase its customer base about six times.”


1. Lululemon

Remember that see-through yoga pants disaster? Yeah, no one really forgot. With uneasy management seeing the company’s CEO step down and sales dropping, snobby moms should start finding their zen in another brand of pants.


What do you think of these 10? Would you add or take away any brands? Share your thoughts in the comments or tweet me @Kelseymbro