HP
Brand value: $25.8 billion
1-year decline in brand value: 1 percent
What went wrong: As the PC era comes to an end, HP’s key products became commoditized. Management upheaval didn’t help matters.
Reason for hope: Under CEO Meg Whitman, HP is focusing on higher growth businesses such as cloud computing. The company, whose acquisition of Palm was a failure, plans to re-enter the smartphone market.
