As a kid and before my parents bought a proper house, I remember it was either a Briggs or Tecumseh(or the Sears branded version) that was being marketed heavily by Sears, Montgomery Ward and the hardware stores, way before Home Depot opened up in my part of CA. My neighbors growing up in a house by the condo my parents owned at the time had a go-kart with a Briggs engine. Even I remember the Briggs brand back then, it was strong. Rumor from a friend who went to UW-Madison was that there was a revolving door between Briggs and Harley, and both companies recruited grads from UWM.
fast forward to 1999, we had to get a lawn mower and the one we took home from Costco was Honda powered. Since then, I made it a point to buy Honda - but the Briggs on an Craftsman tiller I resurrected was a surprisingly easy engine to service, once I upgraded it to electronic ignition. However, homeowners are a price point crowd and it’s either a Honda or Chinese engine at the local big box. Pros prefer Honda or Kawasaki 4-strokes.
I could see why Briggs is struggling - Honda has strong brand recognition with DIYers and pros/rental shops, and the flood of Chinese engines in the price points Briggs competed against. Tecumseh went bye-bye before Sears did. The move to electric OPE(especially when battery powered gear is much more powerful than corded and local rules forbade 2-strokes) will make Briggs an memory.