How to successfully introduce logo redesigns
Abstract
Logos are an important element of brand identity and aesthetics, and the management of these brand assets includes redesign efforts. However, despite best managerial intentions, not all consumers welcome logo redesigns. This paper examines how marketing managers can minimize the negative impact of logo redesigns, particularly among their most loyal customers. We find that consumers who are most attached to the brand are least receptive to logo...
Paper Details
Title
How to successfully introduce logo redesigns
Published Date
Oct 8, 2018
Journal
Volume
26
Issue
4
Pages
365 - 375
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