Sharon’s blog is about how brand appearances are important to consumers, and that companies should do a brand research before rebranding of a product, as it will affect consumers’ behavior. PepsiCo rebranded the packaging of Tropicana orange juice, however, there was a bad reaction from customers that it looked like an own-store discount brand. PepsiCo quickly returned to its original packaging carton image, and within two months, the sales were increased by 20%.
I agree with Sharon that doing a brand research before rebranding is important as an ineffective rebranding will not only confuse consumer with its product, but may also lead to a decrease in sales. The blog post reminded me of an ineffective rebranding of Coke last December. In supporting of World Wildlife Fund to help save polar bears, Coca-Cola rebranded the classic red can into a white can with polar bears on it. Even though the approach of changing its cans to raise awareness of the cause was encouraging, the white can received complaints from customers as they felt it looked too similar to the Diet Coke can. As Coca-Cola realized the rebranding created confusions to customers, the recognizable red can was returned to the market a month after.
Sources: Sharon’s Blog Post, http://money.uk.msn.com/investing/photos.aspx?cp-documentid=157654000&page=3)