http://www.businessweek.com/innovate/content/jan2008/id2008014_152649.htm?chan=innovation_branding_brand+strategy
This article is about copying machine company, name Xerox. I don't think anybody didn't hear about the company "Xerox". Everybody knows that Xerox makes copy machines.
What comes to your mind, when you think of the word "Xerox"? In my case, COPY, that is only thing that pop up into my head. Xerox's image reminds people of something that is hard and
business-related copymachine. This article is containing contents about Xerox; trying to makeover their brand image.
To get a brand makeover, what they first did was to change their logo. Logo is one of the important elements that form an image of coorperation. The old logo was wordmark "XEROX" written in capital word. Old logo was made impression of hard and traditional company. It was benefit for Xerox for a long period of time, but itz becoming baricate between them and customers. So they made a new logo with globe art clip on it. Xerox are hoping new logo makes their image more approchable. Looking at Xerox's new logo, it reminds me of Xbox from Microsoft.Maybe it might bring down the image of nobility and luxuriness, it will help to loose the hard image they have now.
This is a old logo of xerox, designed in the 1960s by Chermayeff & Geismar, was deemed inappropriate for the Internet age.
The new identity, created by Interbrand, comprises a wordmark and sphere logo.
Xerox wanted to include these atributes to their image; innovation, forward thinking, flexibility, and enterprise. Xerox did a lot of reserches. During 18 months of research, the result showed that people already made strong connections between the brand and words such as "dependable, taditional, and established." Its the company's challange to reinforce those images, while trying to improve other things too.
Reading this article, I once was reminded "how important it is to makea right image that I or the company want." I know a lot of companies which changed their logo, or concept of their logo, image, title, and even signboards. The biggest companies in Korea, Samsung and LG changed their logo, and LG even changed their company name once. It is incredibly important to have an image that fits that era, and the needs of the companies. I believe it is becoming even more important, because the world is spining fast and everything is changing so fastly, and the customer's needs are changing along with those things. Creating a brand image that everybody want isthe huge point in marketing and business.
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