According to the online news, the idea of ​​Pepsi's new brand identity came from “smilingâ€, that is, Pepsi fully promoted its smile service in the next three years. The new brand identity was modified on the basis of the original brand identity, and the arc was changed to a smile mouth shape. The design allows Pepsi customers to feel the goodwill from Pepsi at all times when designing and designing commercial environments for PepsiCo products.
First, the five issues need to consider the change of Pepsi
1. How to ensure that huge and multi-level consumer groups have a consistent understanding of the “variety of Pepsi�
Because PepsiCo's consumer groups have a large number of spans, finding a suitable cognitive "entry point" has become a very important problem. This "entry point" is not only the origin of the consumer group's understanding of Pepsi, but also the consumer group's love and "preservation". The end of the mind.
From the civilians to the president, from the Americas to Asia, the "variety of Pepsi" after changing the mark is not a good thing for a huge and multi-level consumer group because it is more difficult to understand Pepsi than the previous consumer groups. It will be greatly increased. It can be seen from (Figure 1) that the consumer group can successfully identify the old image and confirm with certainty that “this is Pepsiâ€, and the new product packaging enables people to identify both the time and the difficulty. It is greatly increased. The increase in these difficulties will lead to uncertainty and it is likely to hit the brand's "degree of trust."
2. How do we ensure the era of information proliferation and the shrinking of the human mind, so that “the most varied Pepsi†is stored in people’s brains with the most consistent image of stop-gap?
From the book “Positioningâ€, we can understand that in scientific research, people keep a brand and often print a fixed LOGO in the brain. I think that consumers recognize brands and most of them retain the impression that various symbols have brought to us. The “variety of Pepsi†has, in a sense, three signs because of the difference in body size and proportion. When the information is fixed in the brain, a program may be added. That is, “is the biggest sign of a smile, or is it the smallest, or the middle one?†This time, it is a burden for consumers. It may be dangerous and worthy of caution.
3, how to ensure that the brand's classic items (blue cans) in the introduction of a variety of "bottle-type packaging", the classic items continue to be the main product to promote Pepsi sales?
From the “Pepsi-Changing Faces†report released by the media, we can find that although PepsiCo has introduced three types of “black, blue, and silver†bottle-type packaging, it still has only one type of blue filling. This is the correct approach. , but also strategic. It can be seen that Pepsi very carefully protected his classic items (blue filling) in the process of image reshaping, and the protection of the classic item (blue filling) is very important, in Trout ( In the book “Wong Lo Kat is so red†published by China Strategic Locating Consulting Co., it can be seen that Wong Lo Kat attaches great importance to the protection of classic items (red filling), except that the red filling is the green Tetra Pak packaging. A hard-filled, soft-packed bag is a clear deduction of which style is used as the brand's classic item to attack the market, and the classic item is an important pillar asset of the brand.
One thing that makes me very puzzled is why Pepsi made three different bottle types. Why is it not a bottle type packaging? This will not grab the limelight of the classic item (blue canned)? No primary or secondary? If consumers place more knowledge and interest on three different bottle types, it will be a huge loss and worthy of caution.
4. How to build a systematic brand architecture system for this extended brand to ensure the identification and management in the fields of clothing and beverages?
Pepsi is not purely a beverage brand. Colleagues are also clothing brands. To be exact, it is an extended brand. The Pepsi brand carries the mission of diversification. Once changes are made to the Pepsi logo, it is necessary to make adjustments to the entire brand architecture system. I can't guess whether PepsiCo will make adjustments, but as the entire brand architecture system, I believe that PepsiCo will consider it.
5. How to ensure brand protection and brand management keep up with the "variety of Pepsi"?
The importance of emerging markets is crucial to PepsiCo and any global brand. Emerging markets have a large number of impersonated brands and imitation brands. They disrupt Pepsi’s brand image in markets where PepsiCo is difficult to manage and protect. It is dangerous. This also directly leads to PepsiCo’s efforts to invest more people's assets in the protection and maintenance of the brand, and the difficulty of brand management has greatly increased. For example, the popular “cottage brand†has “Kangshifu†and “Kangshuai Fuâ€, and “a farmer orchard†has an “agricultural orchardâ€. In our country, is it also in Africa or South America? Will it be? But at least it is certain that the protection and management of the brand will greatly increase.
Second, return to the three aspects of brand design
1. How many weapons do you have to upgrade the brand?
2. Does brand innovation and brand image remodeling need to start with signs?
3. What kind of brand image is required for such a mass-produced mass rapid consumer product like Pepsi?
These three issues are worth considering. As a strategic brand design, it is necessary to have a comprehensive understanding of the brand's overall business plan. These three issues are considered together with everyone.
Third, the real power and security of Pepsi's bid change: closed binary competitive environment
When I was quiet and thinking, I suddenly felt hot, because I felt that the closed binary competitive environment provided unlimited possibilities for Pepsi's change of standards, which made Pepsi such bold innovations. Consumer diversification makes the consumer groups in the world not tend to be consistent in purchasing. The preferences and loyalty of the respective consumer groups of “Traditional Red Delicious†and “Young Blue Pepsi†have been deeply entrenched after two decades of dual competition. Under this situation, whoever takes the lead in innovation and promulgates new ideas and images may be able to take the initiative to trigger consumer re-examination of the two music. This practice will lead to the redistribution and rejection of consumer groups. In the closed environment where you are not leading or being dominant, the best way is to know that “traditional red and delicious†cannot be easily innovated. “Young Blue Pepsi†takes advantage of each other’s weaknesses to innovate and attack.
Regarding Pepsi's pressure to change bids, I believe that, as the report said, it is "a decline in market share," and we do not discuss it too much here. At the same time, the “winning for Coca-Cola’s share†and “fighting for the share of other beverage brands†will be the driving force for the rebranding and will not be discussed too much here.
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