Branding and Rebranding Strategies Quiz
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Questions and Answers

What is the name of the new color introduced by T-Mobile in their rebrand?

  • Vivid Lavender
  • New Magenta (correct)
  • Electric Purple
  • Bright Pink

    • What notable change accompanied Pringles' rebranding in 2021?

  • A redesigned Mr.P mascot (correct)
  • Expansion into new markets
  • Introduction of a new flavor
  • Change of packaging material

    • Which company filed a motion against Deutsche Telekom regarding the magenta trademark?

  • Lemonade (correct)
  • Gap
  • Pringles
  • Sprint

    • What was the main goal of the Pringles rebranding effort according to the UK brand design director?

    <p>To simplify and modernize the design</p> Signup and view all the answers

    What industry is the trademark of the color magenta limited to for Deutsche Telekom?

    <p>Telecommunications only</p> Signup and view all the answers

    In what year was Gap founded?

    <p>1969</p> Signup and view all the answers

    What characteristic was emphasized in Pringles' updated packaging?

    <p>Stackability of the crisps</p> Signup and view all the answers

    What does precedent indicate about color trademarks?

    <p>Colors can be trademarked if recognized as a brand symbol.</p> Signup and view all the answers

    What major event prompted Gap to redesign its logo in 2010?

    <p>Sales decline after the Financial Crisis</p> Signup and view all the answers

    What was the cost estimated for Gap's logo redesign?

    <p>$100 million</p> Signup and view all the answers

    How quickly did Gap revert to its old logo after the redesign?

    <p>7</p> Signup and view all the answers

    What was one reason Gap decided to redesign its logo?

    <p>To address brand fatigue</p> Signup and view all the answers

    What social media reaction occurred due to the new Gap logo?

    <p>A protest Twitter account gathered followers</p> Signup and view all the answers

    What did Gap try to frame the logo redesign as after the backlash?

    <p>A deliberate branding exercise</p> Signup and view all the answers

    What font was used in Gap's new logo?

    <p>Helvetica</p> Signup and view all the answers

    What important lesson should brands learn from Gap's logo redesign experience?

    <p>Engage customers in the branding process</p> Signup and view all the answers

    What is a potential consequence of successfully trademarking a color like magenta for a brand?

    <p>It protects the brand from any use of that color by competitors in their industry.</p> Signup and view all the answers

    Why did Pringles choose to update their Mr.P mascot after 20 years?

    <p>To target a new audience demographic.</p> Signup and view all the answers

    What specific design changes were made to the Pringles logo during the rebranding?

    <p>Mr.P's hair was removed.</p> Signup and view all the answers

    What aspect of branding does the notion of colors being trademarked relate to?

    <p>Brand equity.</p> Signup and view all the answers

    What characteristic of Gap is highlighted in the context of its rebranding experience?

    <p>Established popularity among a broad demographic.</p> Signup and view all the answers

    What is implied by the idea that color can become a recognizable brand symbol?

    <p>Unique colors can differentiate a company in the market.</p> Signup and view all the answers

    What was the primary intention behind T-Mobile's introduction of New Magenta?

    <p>To symbolize their leadership in 5G technology.</p> Signup and view all the answers

    How has the legal system influenced the trademarking of colors?

    <p>By determining the uniqueness of colors based on industry standards.</p> Signup and view all the answers

    What was one of the key reasons for Gap's decision to redesign its logo in 2010?

    <p>The company was feeling 'brand fatigue'.</p> Signup and view all the answers

    What was the consumer reaction to Gap's new logo shortly after its release?

    <p>There was widespread negative feedback across social media.</p> Signup and view all the answers

    How long did it take for Gap to revert to its original logo after the redesign?

    <p>Less than one week.</p> Signup and view all the answers

    What font was used in Gap's new logo introduced in 2010?

    <p>Helvetica.</p> Signup and view all the answers

    Which creative agency was responsible for designing Gap's new logo?

    <p>Laird and Partners.</p> Signup and view all the answers

    What strategy did Gap employ in an attempt to recover from the backlash over the new logo?

    <p>They pretended it was a crowd-sourcing exercise.</p> Signup and view all the answers

    What was one of the performance indicators showing Gap's need for a new logo before the redesign?

    <p>A 4% down in same-store performance.</p> Signup and view all the answers

    What was the estimated cost of Gap's logo redesign in 2010?

    <p>$100 million.</p> Signup and view all the answers

    What was a major factor that led to Gap's decision to redesign its logo in 2010?

    <p>Signs of sales decline following the Financial Crisis.</p> Signup and view all the answers

    Which description best represents the new Gap logo designed in 2010?

    <p>A dark blue box with 'Gap' in bold, black Helvetica font.</p> Signup and view all the answers

    What tactic did Gap initially use to mitigate the backlash from the new logo's reception?

    <p>Claimed it was part of a crowdsource branding exercise.</p> Signup and view all the answers

    What was a notable outcome of T-Mobile's introduction of New Magenta?

    <p>A reaffirmation of color's importance in branding</p> Signup and view all the answers

    Which agency was responsible for the design of Gap's logo in 2010?

    <p>Laird and Partners.</p> Signup and view all the answers

    Which demographic was Pringles aiming to appeal to with its rebrand?

    <p>Teenagers and young adults</p> Signup and view all the answers

    What was one of the immediate consumer reactions to the redesigned Gap logo?

    <p>A spike in negative comments on social media.</p> Signup and view all the answers

    What was a consequence of Gap reverting back to its old logo?

    <p>It confirmed the effectiveness of customer feedback.</p> Signup and view all the answers

    How does the legal system determine the trademarking of colors, according to established precedent?

    <p>On whether the color has become a recognizable brand symbol within the industry</p> Signup and view all the answers

    What major factor contributed to Gap's need to redesign its logo in 2010?

    <p>A decrease in fashion relevancy</p> Signup and view all the answers

    What justification did Gap provide for the initial logo redesign?

    <p>To reflect a modern, sexy, and cool image.</p> Signup and view all the answers

    What was the sales performance trend at Gap prior to the logo redesign?

    <p>A steady decline with sharp drops in the last two years.</p> Signup and view all the answers

    What element was often noted to be less favorable in the new Pringles logo?

    <p>Mr.P's visible age through his hair loss</p> Signup and view all the answers

    In terms of branding, what does the trademarking of a color like magenta suggest about a company's market presence?

    <p>It implies the color is unique and strongly associated with their products</p> Signup and view all the answers

    What was a significant aspect of the Pringles rebranding initiative?

    <p>Simplifying the design to focus on the product's features</p> Signup and view all the answers

    What is an implication of successfully trademarking a color for companies?

    <p>Strengthens brand identity within the specified industry</p> Signup and view all the answers

    Study Notes

    T-Mobile Rebranding

    • T-Mobile recently rebranded, introducing "New Magenta" as their new color.
    • The rebranding coincides with their 5G leadership and is intended to further their brand identity.
    • The "New Magenta" color has caused legal disputes with Lemonade, a digital insurance company.
    • Trademarking a color is possible if it becomes a recognizable brand symbol, but it is limited to the industry the company operates in.

    Pringles Rebranding

    • Pringles UK rebranded their mascot Mr.P, updating his look for the first time in 20 years.
    • The new look is meant to be simplified and modernized, appealing to a younger audience.
    • The rebranding coincides with the 30th anniversary of Pringles' UK launch.

    Gap Rebranding

    • Gap rebranded its logo in 2010, following a sales decline.
    • The new logo featured a smaller dark blue box and bold Helvetica font.
    • The rebranding was met with widespread negative backlash, sparking social media campaigns criticizing the new design.
    • Within a week, Gap reverted back to its original 1990 logo.
    • The rebranding failure highlights the importance of understanding customer preferences and involving them in the process.

    T-Mobile Rebranding

    • T-Mobile rebranded in 2022, transitioning from the iconic magenta to "New Magenta", positioning itself as the 5G leader.
    • Lemonade, a digital insurance company, has filed a motion to invalidate Deutsche Telekom's magenta trademark in the insurance sector.
    • A color can be trademarked when it becomes a recognizable brand symbol, but this trademark is typically limited to the company's industry.

    Pringles Rebrand

    • Pringles UK rebranded in 2021, updating their mascot Mr. P for the first time in 20 years.
    • The rebranding was designed by Jones Knowles Ritchie (JKR) to simplify and modernize the design, with Mr. P getting a bold makeover and new packaging.
    • The rebrand aimed to appeal to a younger audience by making the design more modern and visually appealing.

    Gap Rebranding

    • In 2010, Gap redesigned its logo after experiencing sales slumps.
    • The new logo featured a smaller dark blue box and the "Gap" name in bold, black Helvetica font.
    • The rebranding backfired, generating widespread negative feedback and criticism from consumers.
    • The rebranding process was rushed and consumers were not involved in the process.
    • Within a week, Gap reverted back to its original 1990 logo, acknowledging the public's preference for the classic style.
    • Gap's rebranding failure highlights the importance of engaging the audience and thoroughly understanding the brand’s values before implementing any major changes.

    T-Mobile Rebranding

    • T-Mobile rebranded in 2022 with a new shade of magenta, called "New Magenta," to solidify its position as the 5G leader.
    • The company believes the change is necessary as color can be a recognizable brand symbol.

    Pringles Rebranding

    • In 2021, Pringles UK rebranded their mascot Mr. P for the first time in 20 years.
    • The new look, designed by Jones Knowles Ritchie, aims to simplify and modernize the design, giving Mr. P a "bold makeover" and highlighting the stackability of the crisps.

    Gap Rebranding Failure

    • Gap, a well-known clothing retailer, attempted a logo redesign in 2010, which led to a massive consumer backlash and ultimately resulted in the brand reverting to its original logo within a week.
    • This rebranding attempt was driven by a desire to rejuvenate sales, which were slowing down after the 2008 Financial Crisis.
    • Gap's decision to change the logo was met with overwhelming negativity on social media, with users expressing their displeasure.
    • The company tried to salvage the situation by suggesting it was a deliberate branding exercise to crowdsource ideas but the attempt was unsuccessful.

    Key Takeaways

    • Understanding a brand's unique positioning and involving the audience is crucial to avoid negative reactions to rebranding endeavors.

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    Description

    This quiz explores notable branding and rebranding strategies of companies like T-Mobile, Pringles, and Gap. Learn how these changes relate to their market positioning and audience appeal. Test your knowledge of the implications behind corporate rebranding efforts.

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