Posted On: March 15, 2010
Is a Consistent Brand Stronger?
What's in a brand? This chart claims Pepsi has changed its logo its multiple times over the past decades. However, both Pepsi and its competitor Coca-Cola have changed their logos over time. With that said, is a consistent, "timeless" logo stronger? Or is it better to be dynamic and change with the times?
On one hand, rebranding benefits a product or company by increasing its presence in the market. However, a changing logo gives off the impression that the company lacks confidence. "The first choice was wrong, let's try something else." Further, rebranding by a large, widely recognized corporation may open the door to criticism and parody.
In some cases, an altered image can even evoke consumer outrage. For example. Tropicana tried out a new look for its orange juice containers. The new image was sleek and omitted the familiar orange punctured by a straw. Shortly after Tropicana revealed the new packaging and logo, they received overwhelming negative feedback calling the new look ugly and describing it as looking like a "generic bargain brand."
Choosing a trademark or logo is important. It is crucial to develop a mark that is truly representative of the product or service. It is equally important to develop a logo that will transverse through time and will be easily recognized throughout the market
