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How to successfully introduce logo redesigns

Author

Listed:
  • Michael F. Walsh

    (West Virginia University)

  • Annie Peng Cui

    (West Virginia University)

  • Deborah J. MacInnis

    (University of Southern California)

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.

Suggested Citation

  • Michael F. Walsh & Annie Peng Cui & Deborah J. MacInnis, 2019. "How to successfully introduce logo redesigns," Journal of Brand Management, Palgrave Macmillan, vol. 26(4), pages 365-375, July.
    • Handle: RePEc:pal:jobman:v:26:y:2019:i:4:d:10.1057_s41262-018-0141-1
    DOI: 10.1057/s41262-018-0141-1
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    References listed on IDEAS

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    Cited by:

    1. Shaun M. Powell, 2019. "Journal of Brand Management: year end review 2019," Journal of Brand Management, Palgrave Macmillan, vol. 26(6), pages 615-620, November.
    2. Ari-Matti Erjansola & Jukka Lipponen & Kimmo Vehkalahti & Hanna-Mari Aula & Anna-Maija Pirttilä-Backman, 2021. "From the brand logo to brand associations and the corporate identity: visual and identity-based logo associations in a university merger," Journal of Brand Management, Palgrave Macmillan, vol. 28(3), pages 241-253, May.
    3. Anwar Sadat Shimul, 2022. "Brand attachment: a review and future research," Journal of Brand Management, Palgrave Macmillan, vol. 29(4), pages 400-419, July.

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