7 Rebranding That Turned Into A Disaster

BANGALORE: Rebranding is required sometimes to change the image of the brand and if done effectively then the business is sure to prosper. So what does rebranding actually does? Basically rebranding brings more energy and fresh look for business. In simple words rebranding indicates the changes in brand with changing trend to its consumers. But if the rebranding ends up in disaster then the company will not only waste money and time but also lose its customers.

Let’s have a look at the list of rebranding disasters as compiled by Business Insider.

1. Pepsi: Pepsi, one of the popular aerated drinks in the world has projected an image of fresh, youthful energy drink from last few decades. Pepsi is a brand that has been struggling with its identity. Its look has been changed many times but its wavy red, white and blue circle has remained basically the same. In 2008, it was the first time when the Pepsi released the latest iteration of their logo, rotating the circular icon and incorporating a “cheeky smile” into the design. The tilted white stripe indicated a cheeky smile but unfortunately the consumers couldn’t understand the whole idea. The total rebranding cost came up to $1.2 million where alone the cost of logo was $1 million.

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