Logo Throw Back Thursday—JCPenney

In an attempt to turn around flagging sales in 2010, newly appointed CEO Ron Johnson undertook a complete rebranding and repositioning of the tried-and-true retailer.

From a brand recognition (and sales) standpoint, the constant change has unhinged the pretty solid brand recognition that JCPenney had enjoyed from a respectable 84% in 2010, to 76% in 2011 and further still to an abysmal 56% in 2012 with their second rebranding. After this failed excursion into the brand boonies, several new iterations have stepped back to the original, well-known logo but will this signal a return to stability or just another step in what is becoming a revolving door of failed attempts to catch up?


Fun Fact: Back in the day, you could find me selling watches in the Jewlery Department at the Jersey City, NJ JCPenney.


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