Tales of Symbolic Brand Elements and Lost Equity…

Via your classmate Matthew Picariello, two recent news stories about brands, identity and equity.

First, RadioShack, limping along:




Next, a brand loaded with symbolism, and a logo to match: the World Trade Center.




One thought on “Tales of Symbolic Brand Elements and Lost Equity…

  1. Eunice Lo

    As we were talking about the lost brand image and equity of Reebok and what the brand of Reebok means, it looks like they have finally created a new logo and tagline. http://adage.com/article/news/change-reebok-logo-shift-pros-crossfit/291923/
    Apparently this new logo design is meant to symbolize the brand’s vision to inspire people to move. I’m not sure if just a simple logo design and new free range chicken commercial (https://www.youtube.com/watch?v=dYcvnzNllFY) will help much to fix its boring and lacklustre image its built up over the years. I guess we’ll have to wait and see what other tactics Reebok uses to try and change consumer’s perceptions.


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