yutong, wu's blog

Selling outdoor products for almost 40 years, MEC has generated lots of loyal customers. Mountain equipment Co-op has been stigmatized in the fans of outdoor activities.MEC has recently rebranded, and I think this decision could be both an opportunity and a bad choice for it. rebranding might help it to attract more customers, since this action makes it “remain relevant” to the trend of the society. Furthermore, the simplified logo is easier to be remembered by customers. However, I think when it was making this decision, it need to think that this could help it to inspire the customer segments like young generations, but would other customers who were more familiar with its old brand be influenced？Would they accept this change? if the new idea is not accepted by some of its customers, this action is eroding its position. Also, even though MEC has made a great success in Canada, and is well-known domestically, in an international market, it is still on a developing stage, so it rebranded at this time can also threaten the their position in the international market. A company abbreviating its name might be a good idea if this company is famous enough(like Apple), but if not, abbreviating its name will lower its recognition.