The main aim of this paper is to ascertain whether the brand deformity phenomenon for a firm is a symbol of success (or) failure (or) simply a strategy to manage to stay in the marketing arena. The study depends on primary data collected from 472 consumers in Chennai City through the convenience sampling method. It is found from the study that the popular firms involved in the process of brand deformity when they realize the popularity of their brand exist in the market and brand performance which is offering the best satisfaction to their customers. They strongly believe that highly satisfied customers have very high confidence in their brands and they are very much useful to develop brand equity. and brand loyalty towards their firms