Sep 10 2009
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Changing Logos Can Put Brand Relationships at Risk
According to BusinessWeek.com, results of recent research indicates that brand logo changes are more likely to upset consumers high in commitment to the brand, as opposed to casual consumers. Rice University’s Dr. Vikas Mittal, one of the researchers, notes, “Changing a logo is a pretty expensive proposition, not just in terms of direct cost. If you offend the customers that are most committed, the ones that buy the most product and spread positive word of mouth, you’re hurting your business.”
Reference:
Company Logos Matter: A Study
Posted on BusinessWeek.com by Damian Joseph on September 1
