By now we’ve all heard the doom-and-gloom headlines covering a range of businesses, from JCPenney and Abercrombie & Fitch to Quiznos. Their day in the sun has passed, marketing strategies have failed, and the consumer no longer needs what they are selling -- the tally goes on and on.

But last rites by analysts don’t always mean that a company is headed to the grave. Several American companies have had their futures threatened, including the five now-iconic brands below. See how these companies accomplished spectacular comebacks with a mix of savvy business and strategic thinking.

1. Apple

Although it no longer has the monopoly on well-made phones like it did in the late-2000s, Apple is still a mammoth in the technology world. This was not the case in the mid-‘90s, when it seemed like no one was looking to buy Apple computers. Desperate for leadership, the company hired back co-founder Steve Jobs, who initially took steps to reinvent their computers. Then in 2000, Jobs created and launched a multimedia player called the iPod. The rest is history, as well as proof that big risks can have big pay offs.

2. Netflix

The Netflix we know today has undoubtedly changed the conversation around how we consume movies and television. But the Netflix of 2011 was wildly different, haunted by predictions of bottoming out after some serious changes to their service. They first announced that rates would almost double if subscribers wanted to keep both on-demand and DVD-in-the-mail options, leaving many to choose one over the other. Then Netflix attempted to split the two services completely, with the streaming service to be renamed Qwikster and DVD subscribers redirected to an entirely different site. Fans cried foul, and the company quickly backpedaled. But when 800,000 subscribers were lost in the debacle, some thought Netflix was past its prime.

In the end, audiences forgave Netflix. Now with 33 million subscribers and hit shows like “House of Cards” and “Orange is the New Black” exclusively streaming on the on-demand provider, they proved that when acted on quickly enough, even the most erroneous business errors can be fixed.

3. Wendy’s

Between the Frosty and a diverse fast food menu, Wendy’s has earned its place in American culture. But for a time in the 1980s, their future was shaky. It all started when founder Dave Thomas stepped down as CEO. The change in leadership seemed to trickle down to the restaurants, and customers complained about everything from the new breakfast menu to shoddy service. This prompted Wendy’s to switch up their marketing tactic, with Dave Thomas coming out of retirement to be the official face of the brand. It worked. The “Dave” ads, featuring Thomas’s self-effacing, grandfatherly charm, were a huge hit up until his death in 2002, demonstrating the power of a good advertising campaign.

4. FedEx

It’s hard to imagine life without the convenience of FedEx, but after a snafu in the 1980s we might have had to contend with such a fate. Feeling threatened by the rise of fax machines, FedEx founder Fredrick W. Smith concocted “Zapmail,” an electronic delivery service to compete with faxes. Zapmail was a dud, and FedEx saw losses of $350 million over two years. Smith eventually abandoned Zapmail, and refocused energy on FedEx’s true talent: delivering physical mail quickly. Refocusing and moving on paid off for the company, and FedEx is thriving more than 20 years later.

5. Ford

When the recession hit in late-2008, the American auto industry was desolate. Out-priced by their Asian counterparts, GM and Chrysler filed for bankruptcy. Ford wasn’t looking any better, but some quick thinking on the part of CEO Alan Mulally saved Ford from dealing with Chapter 11 filings. They sold off the Jaguar and Volvo brands in order to refocus on the Ford and Lincoln models. Additionally, Ford pledged most of their assets to the $23 billion in loans they were granted in 2007. The restructuring was incredibly efficient, and Ford Motor Company’s comeback is seen as one of the greatest in American business history.