Consumer views and business strategy are vital in rebranding

Pepsi is changing its design and logo. When Coca-Cola did the same thing in the 1980s, it proved disastrous.

Consumer views and business strategy are vital in rebranding

James Gregory

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...

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