Marketing Currents - Business and Marketing Current Events

Gen Zers Might Buy Your Product if Its Logo Slays


Several major brands have unveiled significant changes to their visual identities in 2023, including PepsiCo Inc.’s Pepsi, the Coca-Cola Co.’s Fanta and Nokia Corp. But rebrands, much like art, are often polarizing, especially when done after a long period of time.

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Discussion Questions:

  1. What is a brand?
  2. Why are logos an important component to a branding strategy?
  3. What is market research?
  4. What are the different types of market research?
  5. Why is market research important to businesses and brands?
  6. What does market research tell us about consumer behavior when it comes to branding strategies?
  7. According to this news story, several major brands have unveiled significant changes to their logos this year. What are two examples?
  8. Why do you think they decided to make adjustments to their visual identities?
  9. What are demographics?
  10. Who is Gen Z?
  11. Who is Gen X? Who are baby boomers?
  12. What is market segmentation?
  13. What are the different ways a business or brand can segment a market?
  14. What does the market research discussed in this news story suggest about the influence logos have on Gen Z?
  15. What does it tell us about how logos influence Gen X and baby boomers?
  16. Why is the color of a logo important?
  17. What types of businesses and brands might consider adjusting a logo based on that data?
  18. Which types of businesses or brands might be better off leaving their existing logo design alone?
  19. What does the market research tell us about the types of logos Americans prefer?
  20. How might that represent an example of market segmentation?
Chris Lindauer
After working for nearly a decade in professional sports, Chris Lindauer, formed Sports Career Consulting to provide unique sports business education opportunities in and out of the classroom. In the eighteen years (and counting) that followed, Chris has inspired thousands of students to pursue their passions and explore the career of their dreams. He currently lives in Portland, Oregon with his wife, two teenage daughters and their dog.