What are some examples of cases where companies have failed to protect their brand names/image?
The ones that come to mind first are Ford, General Motors, and Chrysler. For decades these companies ruled the automotive world but they got sloppy. In the 1970’s and 80’s they were challenged by the small, inexpensive, but extremely well build Asian cars one the low end and the pricey, luxury cars from Europe at the high end. The domestics became known for shoddy workmanship, boring designs, and poor materials. Over the past few years they have begun producing excellent products again but their brands have lost their shine and allure. A more interesting case study is Harley Davidson. In the 50’s and 60’s it was know as an outlaw bike and it had a romance all its own. For a while it was owned by a conglomerate who tried all the usual brand extension stuff and everntually the brand lost all of its value. Of course, in the past 15 years it has regained its former glory by focusing on classic lines, extreme quality, and excellent execution. Tarnished brands CAN BE polished to a high gloss
