The Relationship Between Logo Changes and Brand Equity in Creating Brand Awareness

Meltem Diktaş () and V. Özlem Akgün ()
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Meltem Diktaş: Selçuk University, Karapınar Aydoğanlar Vocational School
V. Özlem Akgün: Selçuk University, Faculty of Economics and Administrative Sciences

A chapter in Eurasian Business Perspectives, 2021, pp 265-277 from Springer

Abstract: Abstract The rapid transformation in technology has led to an increase in options and similar products for consumers, and therefore, consumers have the chance to access products faster and easier. For this reason, branding is an important concept for marketing activities that affect consumers’ purchasing decisions. In product and service marketing, brands’ logos are among the main distinguishing features of that product or service. Logos become the brand’s identity and play a role in helping consumers distinguish the brand from other competitors. In this study, the question of how the brands with high brand value applied the logo design change in the context of simplification strategies was started. For this purpose, logo design changes of the most valuable brands in different segments of the world have been investigated in order to obtain data about the role of brand value on brand logo redesign. In order to collect the products of the luxury segments under a single logo, they chose simple, large font, and legible designs, and global brands choose a logo that minimizes the risks that may arise in the global competition, and food businesses use designs consisting of lively, colorful, and brand products.

Keywords: Brand awareness; Brand equity; Logo restructuring; Simplification strategies (search for similar items in EconPapers)
Date: 2021
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DOI: 10.1007/978-3-030-65085-8_17

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