Branding Changes

An example of how is it done?
In the late seventies and early eighties Black and Decker to compete against Craftsman aligned itself with the discount department stores for hand tools of the electric variety. By the nineties these hand tools suffered from a poor quality image. While sales were still handsome because of the distribution network, image deterioration was allowing Craftsman and others to erode B&D's market share.
B&D in an excellent example of re-branding built a new brand/image for this product line. That product line and it's managers disassociated anything B&D. Can anyone name the new brand that typically is carries the highest price tag?