Popular brands don’t always stay popular. Many fight to stay at the top of the heap, and it’s not uncommon for brands to spend their commercial lives persevering through bankruptcies, restructurings and plain obsolescence.
It’s also not unheard of for a brand to fall out of favor with consumers, get left for dead, but still return to the marketplace later on. Sometimes these brands have even managed to come back in better positions than they held before being written off. It’s rare, but it happens.
What follows is a list of some brands that faded away and then made a comeback. Some lord over the global marketplace today, and some are still just barely hanging on. Whatever the case, these brands beat the odds and defeated death — even if only temporarily.
Read ahead to see some brands that defied conventional wisdom and came back, long after everyone had counted them out.
Apple
Few brand comeback stories are as legendary as that of Apple. The computer company experienced a positive consumer response in the 1980s, but floundered in the 1990s and saw its market value plummet. That changed in 1997, when Steve Jobs, the ousted co-founder of the company, returned in an advisory capacity.
After some Machiavellian maneuvering, he become the new CEO and set about restructuring the ailing brand. Under his supervision, Apple shifted its focus from computers to mobile devices, and produced such popular products as the iMac, the iPod, the iPhone and the iPad. From that point, the company earned annual profits of more than $1 billion. In July 2011, it was reported that Apple actually had more cash on hand than the U.S. government.
After some Machiavellian maneuvering, he become the new CEO and set about restructuring the ailing brand. Under his supervision, Apple shifted its focus from computers to mobile devices, and produced such popular products as the iMac, the iPod, the iPhone and the iPad. From that point, the company earned annual profits of more than $1 billion. In July 2011, it was reported that Apple actually had more cash on hand than the U.S. government.
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