Here's one from the WSJ about auto parts retail brands making a comeback. Compares auto parts to food because they are always in demand. Clothing would fit the same profile. The article gives credit to management for adapting to new conditions, but notes the sector is falling now - after a big run-up - because of inflation, etc. All things being equal, a good brand is still an advantage with consumers.
wsj.com - Auto parts retailers can turn the corner

And here's a chart of the companies with the best and worst reputations in 2026, from a May, 2026 Harris Poll. Spirit Airlines was the worst company in terms of corporate reputation. Joining it as the only companies with a “very poor” reputation were Temu (down 9 spots), X (flat), TikTok (down 6 spots), and Meta (up a spot.) The top company overall was Chewy. It was followed by Toyota, Samsung, Nvidia, Costco, and Honda. Last year’s leader, Trader Joe’s, fell 8 spots to the 9th position. Patagonia, second last year, fell to #10, but has now ranked within the top 10 eight times in the past 13 years. Of course, this poll measures company reputation, not brand recognition or effectiveness, but it's not a bad proxy.

I have not compared Harris's reputation to stock performance for the best and worst companies, or the ones that changed the most in either direction, but I suspect there is a lag in the correlation.

abromber