Brand Makeovers: Three Lessons in Reinvention

By Emma Johnson of Entrepreneur.com



Brands are like beauty queens: even the most illustrious need makeovers from time to time.

Big names overhaul their brands to boost sales by getting back in touch with their original identity, or forging a new and improved one. Not so long ago, Target (TGT Quote) competed directly with other discount big-box stores. Today, it has a distinct image, affluent customers and powerful market share.

Apple (AAPL Quote) was once pigeonholed as appealing to only artists and designers -- now the consumers of iTunes, iPods and iBooks crisscross age, income and professional demographics.

Following a fatal E. coli outbreak, fast-food chain Jack in the Box's (JBX Quote) sales slipped faster than a greasy hamburger wrapper down a garbage chute. Since the brand's makeover more than a decade ago, revenue has soared....