Hummel achieved 12 million in sales through strong brand distinctiveness and consumer support. During the assessed period, diet candy was popular and came in various flavors such as caramel, chocolate, and mint. However, these sugary candies led the public to believe they were effective for weight loss. Despite the epidemic of AIDS causing worldwide concern, Hummel continued to focus on their unique branding. They even had celebrity Michael Bolton spea
...k in support of their products, but this did not change public perception. In an attempt to rebuild their brand, Hummel changed their name to "Diet Adds: The candy, not the disease" and modified their suppressants. However, it would have been better for Hummel to change their name earlier and preserve the trust and recognition of their consumers. Their resistance to do so resulted in a 50% loss of profits.
In 1986, the company went out of business and never recovered.
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