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what does attitudes have to do with brand shifting? How should the company best deal with these changes?

swatch used to dominate the watch market. it was a mainstay product for youth in 80s. Something happened in' 90, that cause the youth to begin shifting their attention to other brands.

You must be a very naive college student. Or perhaps a senior high school student with a bad case of attention deficit hyperactivity disorder. Attitudes are the holy grail of brand shifting! Market researchers spend MILLIONS of hours trying to determine the next wave of materialistic piece of shit that our bored atavistic teenagers will embrace next. And they just keep reaching farther and farther down the chronological ladder. Just look at the target marketing at infants. Well, actually, it's aimed at misguided parents who think they need the latest tech gadget to fulfill their child's incipient needs, but no matter; predatory marketing will zero in on whatever target consumer niche is willing to dispose of their cash. Hope this helps!