Rebranding of the Pepsi company logo

[Rakhiraqsdiwseo]

Sometimes, even a minimal change to a company logo costs a lot of money. In 2008, PepsiCo successfully rebranded, trusting the New York design studio Arnell Group in this matter. The cost of a complete change of corporate style was 1 million US dollars. Changing all logos and stickers in the world cost $ 1.2 billion.


It happens that manufacturers failed to think through the concept of changing the product carefully. As a result, the new type of product disappointed customers, and the company lost a lot of money.

The following examples clearly demonstrate how exactly you should not rebrand.

Company: RadioShack.


A display window of one of the RadioShack stores
What was the problem? The chain's creators chinese overseas africa database to make the store unique and become something more than just a shop for techies.

How did rebranding change the situation for the worse? The store was given a new name – TheShack (translated from English as “shack”), but this did not affect its income in any way. On the contrary, the new name did not evoke any associations with technology and customers increasingly began to avoid the store, which ultimately destroyed the brand.

Here is another case where a new name did not allow the company to become a leader.


Accenture Corporation Formation
When Andersen Consulting separated from Arthur Andersen, the management decided to change the name. It would have been fine, but for this serious step they chose an inexperienced marketing consultant.

The result was disastrous – the new name “Accenture” did not stand out among other large corporations. And although the name made sense (Accenture = accent on the future), it meant little to customers. As a result, according to TimeMagazine, the corporation lost $100 million.

Names should be in harmony with the potential client's way of thinking.
Jack Trout, marketer.
It often happens that there is no need to improve something that already works. But sometimes manufacturers forget about this, and everything ends sadly.


Tropicana Juice Before and After Changes
At one time, the developers of Tropicana juice decided to change the packaging design. The new packaging, contrary to expectations, was not to the public's taste. This marketing move was considered a bad parody of the old juice pack, which everyone loved. The company took into account the mistakes and returned everything as it was.