I'd say that JBL is just as iconic as Fender and Gibson. I'm pleased with Harman's continued efforts to move the brand back upmarket, after years of being a big box store punchline. It wasn't enough to just have the Synthesis line.
The marketing angle can't be underestimated, just like the good-will that a brand name evokes cannot (and shouldn't) ever be sullied. It is certainly possible to ruin an established name with shoddy product; especially if it is a second tier brand. But Gibson demonstrates that no matter how questionable the quality, an important name is going to be able to overcome an awful lot. Current management appears to be aware, and seems to be making changes for the better.
At the same time, it is very difficult to keep selling the exact same thing you sold fifty years ago, without some sort of updating. Even with classic guitars, a Strat or Telecaster, you can always get 'modern' versions... 'reissued' sixties versions... seventies versions... paranormal versions... artist versions--the list is endless. Whenever you update, you must always evoke a similar 'feel' as what is found in the legacy product. And you have to know where to draw the line. Red and blue sculptured foam grills on the new L100 are OK, and in fact mandatory. Robo tuners on a Les Paul are never OK.
Profitability usually means selling a lot of product. Selling a lot is difficult with any hand made, labor intensive product. Similarly, you want to keep the price high enough to maintain a certain 'exclusivity'. But at the same time you'd like to have something that you can sell to the average consumer, without cannibalizing the main brand.
Gibson has Epiphone. Fender has Squire. The idea is that as players get older, and have more dollars, they'll gravitate to the main umbrella brand. You can see all of that in the hi-fi arena, with JBL.
I would guess (and it is only a guess) that in consumer space, JBL's 'lifestyle' products carry the water for the brand. Then the home theater stuff selling at a popular price point. Stage, HDI, and the more expensive Classic line. But unlike Gibson (and Fender), who sell an expensive made in the USA guitar next to a less expensive Qingdao or Malaysian made instrument, I believe all JBL loudspeakers, even the Classic line, are stamped out in Malaysia (or is it Indonesia?). So I'm also guessing that JBL's strictly labor related cost is the same for an L100 Classic as it is for their low end Stage product. It's not like they brought back the old Northridge shop and are paying a USA skilled wage rate. I could be mistaken, for sure.
For a long time the company didn't even sell their 'classic' line of monitor loudspeakers in the US. In Japan you could always buy an updated 'modern' take on the 4311/L100, or another of their 'monitor' loudspeakers. [BTW, the second hand market for old JBL studio monitors is through the roof in Tokyo. In Accuphase territory.] I don't know why JBL marketing didn't recognize that need and opportunity, in the American marketplace? To me it always seemed like a marketing no-brainer. Think about who has any money, these days? A hi-fi oriented 'boomer', one who would never buy a Harley Davidson, but remembers his old Kenwood or Pioneer receiver, would probably not think twice about buying an L100 Classic. And a youngster just getting into rock n roll vinyl? JBL has the L82 and L52 (whatever those are) for them. Sure, the ASR crowd isn't going to go for it. But why should JBL care about that when they have their other ASR approved product?
Finally, the nostalgic buyer should get a 'suitable for framing' Maxell 'blown away' poster with his purchase. If I was in charge of marketing, each boxed pair would include a poster. Why aren't they doing that? Maybe they are.
Klipsch does the same with their 'popular/affordable' line, and their expensive 'heritage' loudspeakers. But unlike JBL, Klipsch never abandoned their heritage line in the US.