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24/7 Wall St.: 10 Brands That Lost the Most Value

10. Dell

Pct. brand value decline: 9%

Brand value: $7.6 billion (49th)

Parent company: Dell Inc. (NASDAQ: DELL)

1-yr. change in revenue: -2.36%

Industry: Technology

Dell’s brand has consistently lost value over the past four years as the company has moved away from PC sales towards IT services, a strategy Hewlett-Packard Co. (NYSE: HPQ) also has attempted with limited success. For 2012, Interbrand values Dell’s brand at $7.6 billion, the lowest it has been in the past 11 years. Although it remains one of the world’s largest PC makers, this year’s second-quarter PC shipments declined by 11.5% from a year before. The company also has struggled to create a viable smartphone, and it stopped selling the devices in the United States in March. Despite recent problems, Dell’s last annual report indicated that in fiscal 2012 “enterprise solutions and services business, a bellwether for execution of [the company’s] strategy, grew 6% to $18.6 billion, and was nearly 30% of revenue and almost half of gross margin dollars.”

(AP Photo/Paul Sakuma)

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The opinions expressed are solely those of the author and do not necessarily reflect the views of Comcast.

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