Motley Fool columnist Rich Duprey makes an argument against JCPenney and Kmart surviving much beyond Christmas. Despite a valiant comeback effort, Penney’s Q3 earnings results suggest it’s “circling the drain,” while Sears might be buying itself more time by shutting Kmart, given the pace of store closings.

"The power of a brand is that it can instantly give consumers the impression of quality and consistency." 

See the full story at The Motley Fool.