Pepsi has decided to redesign its Corporate image.
Following in the footsteps of its competition, Pepsi has opted for a return to the purest image of the brand, almost bordering on retro. The great media of the Branding are being very critical of this redesign which they consider excesivo and not very effective for a strategy Trademarks.
Pepsi's sales had fallen between 2 and 5 percent in recent years and they have opted for a radical change both in Logo as in Packaging looking to give a turn of attention from one at all costs (even if the new image is soft).
The applications of Logo they are quite adequate, but for now they do not give the image of a great brand, the corporate image is still very immature and there is still a long way to go.
Personally, I think that right now they have it quite difficult to consolidate their new brand image and we will have to wait time. Taking the example of the "back to basics" of Coca Cola and its great acceptance by the public due to the subtle change of image, I do not know if the consumer will be prepared for a radical change of image like that of Pepsi. The redesign will take time to reach Spain and its effectiveness will surely first be verified in the US where it is already beginning to be seen in some supermarkets.