Debranding

Swoosh, the logo of Nike Inc., an example of a debranded logo

Debranding is a term used to describe when a company removes its name from its logo for a marketing campaign. One form of this is Share a Coke, which was developed by the United Kingdom division of Coca-Cola.[1] Another form of debranding has occurred with Starbucks, where the company has removed its names from cups, in an attempt to make them appear less corporate and more personal. Nike Inc. has been called the first company to debrand their logo, which happened in 1995.[2]

References

  1. ↑ Fisher, Lucy (6 August 2013). "Debranding: why Coca-Cola's decision to drop its name worked". The Guardian. Retrieved 12 August 2013.
  2. ↑ Handley, Lucy (5 April 2012). "Debranding: The great name-dropping gamble". Marketing Week. Retrieved 12 August 2013.