Branding Logo Redesign

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TABLE OF CONTENTS
1.0.Introduction......................................................................1 2.0.Objectives..........................................................................1 3.0.Literature Review...............................................................1-2 4.0.Resarch Design...................................................................2-4 4.1.Data Source & Type......................................................................................................................2 4.2..Research Instruments..................................................................................................................2 4.3.Sample Size..................................................................................................................................2

4.4.Sampling Technique.....................................................................................................................2 4.5.Research Tools.............................................................................................................................2

1.0.INTRODUCTION:-A logo refers to a design that is used to identify a firm or brand(Bennett 1995).Logos, as part of overall brand meaning, provide differentiation and influence choice. Logos help a brand two ways. First, they can be used in conjunction with the name to speed recognition of a brand(Aaker1996). Second, a logo can be used in place of the name when there is a space or time constraint. Nike’s “Swoosh” logo is so well recognized that it is frequently used without any other identifiers such as the Nike name(Aaker1996). In a given year, one in 50 companies will change its name and logo for a variety of reasons(Speath1990). Logos may need to be changed due to changes in the company name. For example UTI bank changed its name to Axis bank. Other logo changes may reflect a strategy or service emphasis change. For example Air India changed its logo. Some logos are changed in order to “update” an image. For example, Dabur modernized its original stereotypical image of a banyan tree on its products. If Dabur had not updated its logo, it ran the risk of alienating consumers with a blatantly stereotypical image. Finally, logos may also be changed for purposes of novelty. Examples of this would include the logo change of Airtel. Not all logo changes are embraced by a brand’s customers. In 2005, Hutch announced a change to their logo from orange to a monochromatically pink colour. Within hours of hutch’s announcement, there were over 150 signatures on an online petition demanding a return to the old treatment. Or consider Sunset Magazine , the venerable west coast lifestyle magazine. After a logo change in 1996, the magazine was deluged with letters of complaint. one reader, in a letter to the editor, complained, “changing the logo is like changing Half Dome, the Grand Canyon and Mount Rushmore”(1996). These examples of logo change being met with customer resistance beg the obvious question, why are some logo changes met with consumer resistance and others are not? This dissertation seeks to explore this issue, specifically consumer response to one aspect of logo redesign: Semiotics. Relatively little research has focussed exclusively on logos and even less attention has been given to logo redesign. It is hypothesized that reaction to change in logo shape is a function of the degree of change (from incremental & considerable) and the level of commitment (from strong to weak) a consumer has towards the underlying brand. consumers who are strongly committed to a brand will more negatively evaluate redesigned logos and have more negative attitude towards the brand. Conversely consumers less committed to a brand will more positively evaluate redesigned logos and have more positive attitude towards the brand.

2.0.Objectives:-
1.Influence of commitment towards logo redesign.
2.Measurement of brand commitment of different...
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