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Brand Turnaround by Karen Post

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Brand Distinction as Bounce Back Booster

Unlike Geek Squad, whose bumps did not have great impact on its earnings, the companies we are going to look at now not only experienced bad press but also had their sales take a hit. All recovered as the result of a variety of actions ranging from operational changes to product innovation and design and stepped-up marketing. But there’s no doubt in any of these cases that strong brand distinction played an important role in their return to glory.

SunChips Brand Distinction Story

SunChips, a product of Frito-Lay, was launched in 1991 to meet a specific consumer demand for healthy alternatives to traditional snack foods. But not until sales were flatter than the chips did the company recognize that its ...

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