http://www.inquisitr.com/30880/why-coke-beat-pespi-for-the-last-100-years/

Although there are numerous reasons why Coca-Cola remains the top competitor, I like seeing this timeline. Although there have been some faulty mistakes by marketing departments, the essential brand and logo have not changed.

I feel like this is what illustrates good branding and its impact. Coca-Cola is timeless and an internationally recognized brand. Pepsi is now internationally known but is not as classic.

Also, Pepsi’s latest rebranding attempt has faltered in trying to up its image. Not only does the logo remind me of design from 2005, it will not be able to survive another ten years. When design tastes change, AGAIN, they will have to create another logo. They have to waste money on something that won’t do them any good.

It’s like when Tropicana changed, and people freaked out and stopped buying. The brand DOES matter when it comes to sales, even if it isn’t blatantly evident.