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Traditional brands have to review implementation of previously used concepts and techniques of brand value building and management. The reason of such a managerial decision consists in the evolution of the market and buying decision stereotypes. So far, branding theory do not know how to explain that traditionally valuable brands lose their value sharply despite their position in global brand value rankings have not indicated it. The danger of this situation is really high. So, the aim of this paper is to verify through the cluster analysis based on secondary data from Interbrand ranking our hypothesis that the scissors between actual brand value of traditional and modern brands are opening more and more. And at the same time to predict which brands will have to face the threat of brand value decrease.

OLD MCDONALD'S HAD A BRAND…: HOW TRADITIONAL BRANDS LOSE THEIR BREATH