Managing a brand over time necessarily means protecting, preserving, enhancing what the brand stands for in a consumer’s mind-the network of associations that connect with the brand node. Some brands which once enjoyed supreme positions in the Indian market have now lost their luster. Their equity has become weak or, in some cases, even negative. The result: the market no longer loves and respects them as they have become obsolete, weak, or inconsistent. A brand would always have a market angle to it. Its success lies in its connection with customers, its value, and its favorability. The market forces like competitive advancements, shifts in consumers’ tastes and liking, technological and legal developments impact the brand market fit. Brands which have lost their glory suffer from this drawback. Brands like Dalda, once the choice of dadi ma, and a symbol of love, the preferred Vanaspati has fallen by the wayside. The new emerging customers (the health conscious) do not identify with preoperative such as stickiness, ghee-like character and higher cholesterol. There has been a general shift in favour of refined oils. Customers look for dewaxed, refined, cholesterol free solution. Similarly, Cibaca, Maltova, Sundrop etc. have lost their hold on the market.