How Tropicana’s Rebranding Strategy Backfired: A Case Study
Introduction The rebranding campaign launched by Tropicana, a well-established brand of orange juice, has attracted much attention and debate. This article examines the nuances of Tropicana’s Rebranding Strategy by discussing what changed, why it happened, and how the market received it. This analysis delves into strategic choices made during the rebranding process; design elements employed…