Learn From In-Depth Case Studies
Sometimes, the best way to learn about branding is to analyze what brands have been doing and what lessons we can take away from them.
Here's a list of the most popular branding case studies published on our media platform, The Branding Journal. These are must-reads for any branding professional, and perfect examples to cite during job interviews!
The Classics
New Coke: A Classic Branding Case Study on a Major Product Change Failure
The launch of “New Coke” 40 years ago, in 1985, is one of the most famous case studies in the world of branding and marketing. It is also one of the biggest mistakes made by a big consumer brand, with many lessons to learn from.
What to Learn From Tropicana’s Packaging Redesign Failure?
This case study analyzes why Tropicana's 2009 packaging redesign didn't work. The brand changed its popular orange juice carton design, and people didn't like it because it didn't look like Tropicana anymore. This hurt sales and showed that companies need to be careful when changing familiar products.
Learning from the Gap Logo Redesign Fail
In 2010, following a slump in sales after the Financial Crisis of 2008, Gap decided to redesign its 20-year-old logo, giving rise to the ‘Gapgate’ phenomenon. This case study looks at the unfortunate backfire of this logo redesign, highlighting the lessons brands ought to learn from this rebranding strategy.
Yellow Tail: Clever Brand Positioning Within The American Wine Industry
Yellow Tail is an Australian wine brand that, since its small, humble beginnings in 2001, has become one of the world’s most profitable in the industry. But how could a “new” Australian brand conquer the American wine market and export its products to Japan and the UK?
How Not to Re-Create Another Vegemite Isnack 2.0 Branding Disaster
Vegemite, one of the most popular savory spread brands from Australia, unveiled a product extension in 2009. Both the media and consumers criticized the new product’s name (iSnack 2.0), and the outrage hit the headlines all over the world that year. The company was unprepared for the anger and was forced to change the new product’s name.
More Recent Case Studies
Cracker Barrel’s Rebrand Faces Backlash and Prompts Return to Original Logo
The 2025 rebranding of Cracker Barrel has been making headlines for weeks and has being widely criticized on social media. After unveiling a new logo, the company faced significant backlash and ultimately decided to revert to its original design.
Jaguar Hits the Reset Button and Emerges as a Completely New Brand
In 2024, Jaguar launched a new brand strategy and identity, leaving behind everything that defined them: the iconic logo, the British heritage, the traditional fuel-powered cars, the current market positioning, the pricing strategy, and even their loyal customer base.
Twitter’s Extreme Rebrand to X: A Calculated Risk or Pure Chaos?
This case study examines Twitter's significant rebranding to "X," which officially took place on July 23, 2023. It analyzes the potential outcomes of this change, considering whether it's a strategic business decision or a branding experiment. The piece aims to understand the implications of this drastic shift.
Want more? Read all our case studies here.