DEIGHTON, John <br/><br/>
How snapple got its juice back 

 -  jan.2002 
<br/><br/> Its number one priority: repair relations with disgruntled distributors. Then revive the funky packaging, adventurous flavors, and anything-goes attitude that first made the brand soar. Company builds brand. Company sells brand. New owner destroys brand, selling it at a staggering $1.4 billion loss. The next owner cashes in, restoring a billion dollars in value in a mere three years. This is the story of the Sanpple brand. And in its rise and fall and subsequent rebirth are powerful and unexpected lessons for brand managers