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Infamous Brand Identity Pivots

Throughout business history, some companies have attempted major rebranding efforts that backfired spectacularly. These cautionary tales demonstrate how brand identity changes can destroy consumer trust and market value when executed poorly. Test your knowledge of these notable brand identity failures that became business school case studies in what NOT to do when refreshing your brand.

Which company lost approximately $1 billion in market value after unveiling a new logo in 2010 that was widely ridiculed and abandoned just one week later?

Poll Type: Trivia | Total Votes: 0