7 Rebranding That Turned Into A Disaster

By siliconindia | Monday, 07 April 2014, 12:13 Hrs

4. RadioShack: RadioShack is one of the biggest electronic retailers. It had a series of problems starting with their name. While the company has been around for decades and has built equity in the brand, the market has changed and their name doesn’t have anything to do with their products anymore. In 2009 the management of the company tried to rebrand and promote their mobile phone business. Thus they decided to remove “radio” from the name and make the brand name as “The Shack”. The brand initially made the change to attract savvy shoppers in search of a wider range of electronic products but the attraction couldn’t stay for long and the brand continues to deal with a long list of business challenges.

5. GAP: It was in 2010, when Gap released a new logo designed by Laird and Partners in order to rebrand their company suit. This new logo replaces the old Gap logo design that had served the brand for more than 20 years and this change took place without any warning. The new logo was the word Gap in a bold font and a square, fading diagonally from light blue to dark blue. But when this new logo went active on internet people didn’t like it and hence the company has to replace the new logo with the old one again, that too in just six days.