• by Todd Wasserman , January 11, 2023

Brands lose popularity all the time. Not too long ago, Blockbuster, Payless and Limited Too were among the top brands, Saab was still making cars and Borders was still selling books.

As we head into 2023, here are some brands that seem to be on the decline, per Interbrand:

Facebook (Meta) and Google

In Interbrand’s lists of the Best Global Brands for 2021 and 2022, Facebook fell from No. 15 to No. 17, down 5%. Part of the erosion comes from its competition with TikTok, which Facebook responded to with Reels in 2022. But Reels hasn’t had nearly the kind of momentum that TikTok has.

Insider Intelligence found that Facebook and Google’s combined market share fell below 50% in 2022—the first time that’s happened since 2014—and that the market share for both will fall to 44.9% in 2023 and 43.9%  in 2024.

Pampers

Procter and Gamble’s diaper brand fell 8% from 2021 to 2022, and fell 1% from 2020 to 2021, according to Interbrand.

H&M

H&M fell 8% from 2021 to 2022, according to Interbrand. The brand most recently feuded with Justin Bieber. "The H&M merch they made of me is trash and I didn't approve it," he wrote in his Instagram feed. "Don't buy it."

Intel

Fell 8%, per Interbrand. Had fallen 3% the year before. Intel’s Sapphire Rapids server CPUs, to be launched in January, could change that, but the product line is so late that Intel has ceded more of its power to rival AMD.