In the ever-evolving world of business, brands rise and fall — but some manage to defy the odds and make spectacular comebacks. Whether through innovation, rebranding, or tapping into nostalgia, these companies managed to regain relevance and success. Here are ten brands that made major comebacks:
Apple
Apple was on the brink of bankruptcy in the 1990s, struggling to compete in the tech industry. However, with Steve Jobs’ return in 1997 and the launch of game-changing products like the iMac, iPod, and eventually the iPhone, Apple reinvented itself into one of the most valuable companies in the world. Apple had a pretty good year in 2023, making a $383 billion revenue with a net income of nearly $97 billion! According to the Brand Valuer app, Apple’s estimated brand worth is at a nice $394 billion!
Lego
Lego faced a crisis in the early 2000s, losing money and relevance in a digital age. By refocusing on its core products, collaborating with pop culture franchises (like Star Wars and Marvel), and launching the successful Lego Movie franchise, the company managed to revive its brand and reach new audiences. With revenues of $9.65 billion annually, it is a giant in the toy industry. According to the BrandValuer app, Lego’s brand worth is an estimated $5.5 billion.
Marvel
Once on the verge of bankruptcy in the late 1990s, Marvel rebounded by selling film rights to some of its characters and later creating the Marvel Cinematic Universe (MCU). With blockbuster hits like Iron Man and The Avengers, Marvel transformed into an entertainment powerhouse. Thanks to all this Marvel was absorbed into the Disney umbrella. In 2023, Disney generated $40.6 billion in revenue. According to the BrandValuer app, Disney Media’s brand worth is estimated at $31.9 billion.
Nintendo
After struggling with the Wii U, Nintendo made a stunning comeback with the launch of the Nintendo Switch in 2017. The hybrid console became a massive success, coupled with popular game releases such as The Legend of Zelda: Breath of the Wild and Animal Crossing: New Horizons. According to the BrandValuer app, Nintendo’s brand is worth an estimated $1.9 billion.
Harley-Davidson
In the 1980s, Harley-Davidson was nearly crushed by Japanese motorcycle brands. By improving quality, leaning into its brand heritage, and fostering a strong community of riders, the company staged a remarkable turnaround and regained its dominance in the industry. In 2023 the iconic motorcycle company posted a $5.8 billion revenue. According to the BrandValuer app, Harley Davidson’s brand is worth an estimated $2 billion.
Converse
Converse, once a leading sneaker brand, struggled after losing its market share in the 1990s. However, a strategic acquisition by Nike and a focus on nostalgia-driven marketing, limited edition collaborations, and celebrity endorsements helped restore Converse as a fashion staple. In 2023, Converse pulled in $2.4 billion in revenue. According to the BrandValuer app, Converse’s brand is worth an estimated $1.3 billion.
Polaroid
Digital photography almost wiped out Polaroid, but the brand capitalized on nostalgia and the resurgence of instant photography. Through partnerships, influencer marketing, and new product lines, Polaroid found a niche in today’s market. In 2023, Polaroid brought in $750 million in revenue. According to the BrandValuer app, Polaroid’s brand is worth an estimated $722 million.
Netflix
Originally a DVD rental service, Netflix nearly went under with the rise of streaming. However, its pivot to on-demand streaming and later, original content like House of Cards and Stranger Things, transformed it into a media giant, fundamentally reshaping entertainment consumption. Netflix pulled in $33.64 billion in revenue in 2023. According to the BrandValuer app, Netflix’s brand is worth an estimated $24.9 billion
Puma
Puma had faded into the background behind Nike and Adidas but made a strong comeback through celebrity collaborations with artists like Rihanna and Jay-Z. Its modern designs and streetwear influence have helped it regain status in the sports and fashion industries. Puma pulled in around $9.2 billion in 2023 in revenue and according to the BrandValuer app has a brand worth an estimated $5.1 billion.
Burberry
In the early 2000s, Burberry became associated with counterfeit culture and lost its luxury appeal. However, a strategic rebranding, high-profile endorsements, and modernized designs helped Burberry reclaim its position as a top-tier fashion brand. In 2023, Burberry brought in $3.83 billion in revenue. According to the BrandValuer app, Burberry’s brand is worth an estimated $2 billion.
Conclusion
These brands prove that no matter how dire the circumstances, a well-executed strategy, innovation, and brand identity can reignite success. Whether through nostalgia, reinvention, or cultural shifts, these companies have not only survived but thrived again in competitive markets.
