Fedex acquired printing chain Kinko’s in 2004 for $2.4 billion. The goal was a digitally linked network for customers to print, pack and ship anything.
A new name and logo merged the two identities and added multicolored icon as you see in the picture. Kinko has a nostalgic brand image but it also limited. Kinko cannot catch up recent trend like the quick-print business, direct mail and more creative jobs.
The process of changing the name does not cheap. It costs $891 million in its fiscal fourth quarter. This means that Fedex will serve as the office for traveling professionals, a medium and large size business and the small businesses.
They give up keeping Kinko’s because of the consumer research result that showed customers now know more about the wide range of services Fedex offers.
Kinko’s was named after its founder Paul orfalea whose nickname was Kinko because of his curly hair. After the years, Kinko’s reputation was going bad. It was a place where you would invariably find big, noisy copy machines, piles of paper boxes, and sometimes sleepy employees. Furthermore, the cheap printers and PDF files make the concept of the copy shop very irrelevant. Kinko’s brand did not survive in technological advances.
Many people said that the Kinko’s brand was not elastic and evocative enough to move into the Thrid econmy. The name of office will transfer Kinko’s image to more modern and utilitarian. Moreover, this has more various meaning such as a place where work, a laboratory to invent something, a place to go create.
Changing the name or logo is really important to brand image. I think that it can make totally different image and even companies’ culture. For example, Hanhwa is look very boring and little simple but after changing the logo It looks more humane and human central culture.
A new name and logo merged the two identities and added multicolored icon as you see in the picture. Kinko has a nostalgic brand image but it also limited. Kinko cannot catch up recent trend like the quick-print business, direct mail and more creative jobs.
The process of changing the name does not cheap. It costs $891 million in its fiscal fourth quarter. This means that Fedex will serve as the office for traveling professionals, a medium and large size business and the small businesses.
They give up keeping Kinko’s because of the consumer research result that showed customers now know more about the wide range of services Fedex offers.
Kinko’s was named after its founder Paul orfalea whose nickname was Kinko because of his curly hair. After the years, Kinko’s reputation was going bad. It was a place where you would invariably find big, noisy copy machines, piles of paper boxes, and sometimes sleepy employees. Furthermore, the cheap printers and PDF files make the concept of the copy shop very irrelevant. Kinko’s brand did not survive in technological advances.
Many people said that the Kinko’s brand was not elastic and evocative enough to move into the Thrid econmy. The name of office will transfer Kinko’s image to more modern and utilitarian. Moreover, this has more various meaning such as a place where work, a laboratory to invent something, a place to go create.
Changing the name or logo is really important to brand image. I think that it can make totally different image and even companies’ culture. For example, Hanhwa is look very boring and little simple but after changing the logo It looks more humane and human central culture.
20600171 14th entry
No comments:
Post a Comment