Why Some Brands Fail to Grow: The Case of Sears through the Lens of the Brand Resonance Model

Brand growth is not just about awareness—it requires deep consumer connection. The Brand Resonance Model helps explain why some once-dominant brands fail to keep pace with evolving markets. A prime example is Sears, once one of the largest retailers in the U.S.

1. Salience (Brand Awareness)

For decades, Sears had high awareness thanks to its catalogs and department stores. However, as competitors like Walmart and Amazon rose, Sears’ relevance declined. By 2018, surveys showed that only 9% of millennials considered Sears when shopping for apparel or appliances, a dramatic drop compared to previous generations.

2. Performance & Imagery

Sears failed to differentiate its offerings in an era when Target was promoting “cheap chic” and Amazon was mastering convenience. The brand’s image stagnated, tied to outdated department store models instead of innovation or lifestyle alignment.

3. Judgments & Feelings

Consumers began associating Sears with decline rather than trust or excitement. Customer satisfaction scores fell below retail industry averages, signaling weakened emotional resonance.

4. Resonance

At the top of the model, resonance reflects loyalty and advocacy. Once a household name, Sears saw loyalty erode: membership in its loyalty program plummeted while Amazon Prime passed 200 million global members by 2021. Without resonance, repeat purchases and brand evangelism faded.

Lessons for Today’s Brands

The Sears story highlights how resonance is the most fragile layer of brand equity. Strong salience and even positive past associations cannot compensate if performance and imagery fail to evolve. Brands that want to avoid Sears’ fate must constantly reinforce relevance and emotional connection.

The Brand Resonance Model is not just theoretical—it’s a diagnostic tool. If loyalty and advocacy lag, that’s the earliest sign of a brand at risk of decline.