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How to successfully introduce logo redesigns

Michael F. Walsh (), Annie Peng Cui () and Deborah J. MacInnis ()
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Michael F. Walsh: West Virginia University
Annie Peng Cui: West Virginia University
Deborah J. MacInnis: University of Southern California

Journal of Brand Management, 2019, vol. 26, issue 4, 365-375

Abstract: 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 redesigns. To avoid alienating their most committed consumers, managers can achieve the greatest success when a change in logo redesign is accompanied by empathetic messages that acknowledge consumers’ feelings of discomfort about the redesigned logos. While this finding is intuitive, managers rarely follow it in practice. This study fills a gap in the brand aesthetics literature, adds to the literature on brand attachment, and offers managers considering a logo redesign important guidance.

Keywords: Brand communication; Logo redesign; Empathy; Brand attachment; Brand–customer relationship; Brand management (search for similar items in EconPapers)
Date: 2019
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