Abstract

On October 27, 2008 PepsiCo Inc. (PepsiCo) unveiled its new logo as part of its rebranding strategy. With this rebranding exercise, the company aimed to improve its sales in the North American Beverage division. The company faced waning sales due to the worsening US economy, economic slowdown, and plunging stock markets. As part of the rebranding initiatives undertaken by PepsiCo, its existing product line was also revamped. PepsiCo hoped that this rebranding exercise would help it arrest the fall in sales and compete with its rival Coca-Cola. While some experts welcomed this move, others were not very optimistic about Pepsi’s rebranding initiatives and its effectiveness.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• Positioning and Re-positining
• Rebranding
• and Competition.

Keywords

Rebranding, logo, brand, mass marketing, restructuring, Pepsi, economic slowdown, Coca-Cola, brand proposition, packaging, merchandising, Productivity for Growth, supply chain, product portfolio, brand building, research and development, direct mail, social networking, product line, Pepsi Flickr Photostream