RadioShack is a consumer electronics store. RadioShack sells cellular and home telephones, computers, DVD players, radios, electronics parts, and batteries. Third-party wireless calling plans are also available[1]. The products available are largely durable goods as they have a long lifespan and are used over time, typically for three or more years[2]. RadioShack’s brand is in the decline stage of the product life cycle (PLC). Sales have dropped since 2012, with a markedly poor year in 20131. In order to help manage its product life cycle, and after its first bankruptcy in 2105, RadioShack accepted a loan in the amount of $23 million from Kensington Capital Holdings. Kensington had planned to co-brand 1,400 stores with the wireless company Sprint Corp. RadioShack also reduced its number of its brick-and-mortar stores to a more manageable number (less than 100) while maintaining its online presence[3]. The brand equity of RadioShack has fallen since their more successful years (pre-2011). This is partially due to their lack of a good brand personality. Of the five main brand personalities; “excitement, sincerity, ruggedness, competence and …show more content…
RadioShack was once valued for its specialty electronics parts and knowledgeable customer service. The brand met failure when it stopped selling hard to find parts and started selling the final products such as laptops, which consumers could get from online retailers or other electronics stores[5]. RadioShack should attempt to re-brand it’s stores to recapture the “tinkering” consumer market; consumers who prefer to do it themselves with available expert customer service, when needed. This product strategy is what made RadioShack established in earlier times, and it is still relevant today with the increasing popularity of more modern, almost futuristic, electronics such as drones and 3D