Archive · 18 Jul 2025
When Rebranding Fails: Examples from Across the Globe
Sometimes, companies try to change their look or name, called rebranding.
But, if they do it wrong, people get upset!
Coca-Cola once made a new version of their drink, but everyone hated it.
Other companies like Gap, Tropicana, and RadioShack also tried new things that didn't work.
They forgot that people already liked their old names and logos.
These changes confused customers and made them feel like the company didn't care about what they liked.
That is why it is important to keep consumers in mind!
Several global brands have faced public rejection for their rebranding efforts.
Coca-Cola's 'New Coke' and Gap's logo redesign resulted in significant consumer backlash.
Tropicana's packaging change and Royal Mail's 'Consignia' name failed to resonate.
RadioShack's 'The Shack' and Tronc's rebranding attempts also faced criticism and confusion.
A common issue in these failures was underestimating consumers' emotional connection to existing brand assets.
- Who
- Coca-Cola, Gap, Tropicana, Syfy, RadioShack, Tronc, and Royal Mail.
- What
- Several companies experienced rebranding failures.
- When
- Various times, including 1985 (New Coke), 2001 (Consignia), and 2009/2010 (Gap, Syfy, RadioShack, Tropicana).
- Where
- Globally, including the United States and the United Kingdom.
- Why
- Companies underestimated customer loyalty and emotional connections to existing brand assets when rebranding.
Consumers
Companies
Brand identity
Consumers
Existing brand assets are key for brand recognition and are emotionally important.
Companies
New brands are more marketable and modern.
- Company
- Coca-Cola
- Rebrand Attempt
- New Coke
- Result
- Backlash and reversal
- Company
- Gap
- Rebrand Attempt
- New Logo
- Result
- Backlash and reversal
- Company
- Tropicana
- Rebrand Attempt
- Packaging redesign
- Result
- Sales decline and reversal