Unbound Edition. Meaningful conversations about brand, from Davis Brand Capital.



JCPenney Re-Refreshes Brand – Third Time’s the Charm?

Trying to figure out what’s on sale when and then waiting for the next sale to buy particular items can be frustrating to consumers so J.C. Penney Co. — in its first major overhaul of its retail arm since former Apple exec Ron Johnson took over as CEO in November — is attempting to make things much easier. The company this week announced that its stores are doing away with having seven kazillion different items on different sales simultaneously and just “marking down all of its merchandise by at least 40% so shoppers will no longer have to wait for a sale to get the lowest prices in its stores.” The move comes as jcpenney, as the chain rebranded itself at the 2011 Oscars, is re-rebranding with a new logo — following the previous year’s rebrand at the 2010 Oscars (check out the logo progression below). What was that about trying to avoid consumer confusion?

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