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Debranding
Debranding occurs 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. Another form of debranding has occurred with Starbucks, where the company has removed its name from their 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.
==History==
In the early 1980's, American consumers began moving from so-called “name” brands in favor of more affordable generic, or “no-name,” brands. This shift came across a range of both food and non-food household products. In a short amount of time, generic brands captured 2% of supermarket sales in the US. In 1981, generic brands held, on average, 4 – 10% of the product category sales in which they are strongest - in some cases reaching as high as a 16% share of sales. What puzzled many about the big household brands is that generic brands were capturing market share without the benefits major distribution afforded to the name brands. This increase in market share of generic brands also came at a time when overall sales were slightly decreasing. With no signs of slowing, generic brands posed a major threat to the profitability of major brands.
抄文引用元・出典: フリー百科事典『 ウィキペディア（Wikipedia）』
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