Coca-Cola's decision to rebrand its Qoo brand - less than a year after the product was launched in Hong Kong - goes far to demonstrate the fickleness of the teen market.
Clearly, the brand was performing well, achieving significant penetration among teens at 28 per cent market share. However, when it comes to preferences, teens are a notoriously unpredictable bunch.
And, as Coca-Cola demonstrated, the key with any new brand is in keeping it fresh. More importantly, evolving a brand image and personality can play a critical role in helping teen-related brands move forward.
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