Tuesday, January 19, 2010

Re-Branding of a Product

Old Jell-O Package

Have you ever went into the grocery store to look for a product you always buy and you can't seem to find it. Why, it is because the manufacturing company has re-packaged it, that is they changed the labels. My son wrote about this and I am going to borrow some of his blog.

Brand loyalty is a phrase that carries a lot of clout. The reason for this is that people are visually driven creatures. The image surrounding a company's brand distinguishes them from the competitor's in a memorable and positive manner. A brand needs more than identity; it needs personality, just like a person without any unique characteristics, a brand with no personality can easily be passed over. A strong symbol or company logo can also help to generate brand loyalty by making it quickly identifiable.

The recent re-branding of the Tropicana orange juice product packaging is a prime example of what not to do. In my opinion it was totally unnecessary and obviously I'm not the only one that feels this way.

This is true about a different look to a product because I was looking for my favorite Jello and could not find it, to discover it had a new package label, I liked the old package, it had jello stars on it. Has this happened to you?


Patty said...

Many times, but off hand I can't think of something at the moment, I know I will as soon as I shut the computer off and start watching TV. LOL We ahd another dreary, damp, foggy type day. But hey, it could be snow and ice, so I'll take it. Just wish the sun would pop out once in a while. Take care.

A New Beginning said...

Yes it des, but I think sometimes commercials help in erasing the confusion.
Thanks for a nice post :)

Doug Cloud said...

Mom, this would be a good post to practice the link making on. Like you could put a link to my article in here.

Something like, "My son wrote about this and I am going to borrow some of his blog." And you could make 'wrote about this' a link to my blog article.

Here's the link if anyone is interested:

Katie and Da Katz said...

Lately some of the products I am looking for have made their labels confusing! For instance, I went to buy my mother's creamer - she has to have the one with "lite" on the label. Well the original and the "lite" looked exactly alike! And I bought the original by mistake... That's not helpful guys...

I love the old Jell-O photo! How amazing, since 1902! 10 cents then and still under a dollar a hundred years later! I went looking for some Jell-O after Christmas and had trouble finding it because of the label change... (dum dum dum)

Anonymous said...

Branding is one thing companies work hard on before they introduce a new product. Campbells Tomato soup in a green can label doesn't work.

Even bars of soap or toothpaste requires a lot of advertising to keep sales up as people can't find their image on the store shelf.

Jeanette said...

Gday Margaret, This has happened to me many a time but not only do they change labels the supermarkets here change items to different ailes to make you look for them i get so hopping mad i go and ask an assistant to show me were what im looking for is..

Joseph Pulikotil said...

Hi Margaret:)

Your son is absolutely right.

Many products like soaps eg.Lifebouy,Liril,santoor and toothpostes like colgate,binaca etc which have mass consumption keep changing their packages to make them more attractive.

Even cars,TV's,Fridges etc. also keep changing shapes, color etc. to make them attractive to consumers.

As you know the purchasing power changes from generation to gerneration.What I mean is when we were working we had more purchasing power and now that we are not working we have less purchasing power. On the other hand the toddlers of yesterday have grown up and they have started earning money.Theie tastes are different from ours. Hence the firms have to rebrand their products. This could be one reason.

It also shows that we have to adapt to changing trends and flow with the current.

Have a nice day Margaret:)

Judy said...

I have not had this happen lately but I did spend 30 minutes looking for marshmellow fluff one day recently in Kroger. The staff could not find it either. I needed it for a recipe. Finally, someone found it by the flour!!! We even had regular customers looking as well.

Kay said...

Another thing that bothers me is when they change the quantity of the product. They keep the same price but give you less of the product and figure they're fooling you.

Doug Cloud said...

Another thing that annoys me is when you find a certain product that you really like they discontinue it the next day - doh!

Linda said...

Yes, this happens to me and honestly - I don't like all of the different brands and choices. I often wish they would just leave things well enough alone. When it comes to products, I know what I like and I want it to remain the same. Actually, I'm kind of like that when it comes to LOTS of things, ha ;-)

Hope you're having a great week, Margaret.

~Linda :)

caspersmom said...

I too wish they would leave packaging alone even though it's suppose to help progress. I also do know about discontinuance after finding something you like and also the quantity. Like Chicken of the Sea tuna. It used to be 6 oz. now it's 5 oz with more water. Love the picture of the old Jello packaging.

Merle said...

Hi Margaret ~~ It is annoying when they change the packaging, but worse when they delete the product for something else. Progress I guess. Glad you liked the tribute to Sam, the female koala and that you liked the Judge joke. Thanks for dropping by. Take care my friend and have a great end of the week and week-end. Love, Merle.

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