Marketing Controversies - Build Positive Brand Identity

Q:Looking for marketing controversies, negative, positive (publicity), campaigns, positioning. Successful at building brand identity or alienating the target market. Also negative situations that were approached as an opportunity resulting in publicity leading to positive brand identity, increased sales.

A:These can also include social responsibility attempts. Also involving product, price, promotion, distribution. Some that come to mind: -Datsun to Nissan, never regained the #1 position. -New Coke launch resulting in classic Coke *jump* over Pepsi. -Lexus increasing price resulting in increased demand. -Benetton focus on AIDS resulting in decreased sales, damaged brand. -LA Gear shoes, too many places, decreased sales. Look forward to all input. BTW, I will be researching at one of my favorite places; b-school library after any and all specific cases:-) As to the question of market share or being the #1 import in the US, It wouldn't surprise me if they didn't take that into consideration but just went with the Nissan name because of it known and established in the Japanese market. Could be something to do with *saving face* to not change a name that has been around for 50 years. Now, this would not be a marketing issue per say but one of culture. Have to dig out my Japanese books for this one:-) It may also have to with Nissan wanting its other businesses to piggy-back on the success of its auto business,especially Nissan Marine - marine equipment, including boats, the US being a lucrative market. Interesting to see the impact on Nissan Marine. I don't remember it being a box office hit but it was so stereotypical of both sides and Keaton played it perfectly. I'm sure the 'what if' as to name change has been debated, but I question if I'll find any 'what if' studies that also take into consideration the competitiveness of Toyota and Honda as to what degree it played in Nissan's fall. My initial thoughts are the name change was not as significant as it might appear in Nissan's fall. If Chrysler changed its name to Eaton-Lutz Motors, would the company face the same fate as Nissan? IMO, not likely, as Chrysler has become a well oiled machine with all the 'right stuff' and pulls the synergy, not only from within but also with its channel partners.