Consumer views and business strategy are vital in rebranding
For more than a hundred years, Pepsi has quenched the thirst of consumers. Throughout the century, Pepsi has always aligned itself with the youth generation, changing its marketing to reflect the newest pop stars and trends. Pepsi has also kept its own brand looking youthful by freshening its iconic brand with facelifts to its logo
Typically, companies update their corporate brand identity around every 20 years. This allows for an identity to receive the maximum return on investment without appearing short-lived. After two decades, a brand identity can begin to go stale and lose touch with the current consumer base. Consumers' interests and needs can change significantly over that period of time and even the most iconic brands need to evolve with changing corporate strategies and consumer needs.