Perception of Logo Change: Its Impact on Companies and Customers Behavior. the Case of Microsoft and Gap

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PERCEPTION OF LOGO CHANGE: ITS IMPACT ON COMPANIES AND CUSTOMERS BEHAVIOR. THE CASE OF MICROSOFT AND GAP

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Table of contents INTRODUCTION ...................................................................................................................... 3 I)THE PERCEPTION OF LOGO FOR THE COMPANY ....................................................... 3 1)The visual identity of a brand logo origin ....................................................................... 3 2)The important role of the logo in a company .................................................................. 4 3)Strategy change: the logo, a new window to the world .................................................. 5 II)THE PERCEPTION OF LOGO FOR THE CONSUMER .................................................... 6 1)The logo a symbol of recognition ..................................................................................... 6 2)The logo an emotional relationship .................................................................................. 8 3)The change of logo, the end of a relationship and re-assimilation of values ................ 9 III)CONTRADICTORY PERCEPTION OF LOGO CHANGE:CONFLICTS BETWEEN CONSUMERS AND COMPANIES ....................................................................................... 10 1) Environment and consumer identity ............................................................................ 10 2)Design and Sociological factor........................................................................................ 12 3)Different logos but continuous ....................................................................................... 12 CONCLUSION ........................................................................................................................ 12 BIBLIOGRAPHY .................................................................................................................... 13 ANNEXES ............................................................................................................................... 16

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Introduction
Brand Strategic marketing is a vast field where sometimes little elements that seems not so important can become majors issues for the companies or major point of discordance for the customers. The topic of visual identity falls under this category. The choice of a visual identity by a company is a very important process even if in the end it is only about the choice of colors, fonts or logos. We could assume the customer buys the product for its value and not for its visual identity. The reality is quite different. According to Vaid ( 2003), customers buy first the visual before buying the actual product. We can then imagine the importance of the visual identity for a company and the necessity to create a very attractive and recognizable brand. Within the visual identity, an element stands out as it is probably the core of the visual identity: the logo. Logo or Logotype is the sign which represents the company in a whole to the world. The logo can help you to buy or not a product. However, it happens that in a company life cycle the strategy changes. The visual identity can change for several reasons: decrease of sale, need to adapt or update the concepts....But this change in certain cases can upset people because customers and companies are not looking for the same goals. The essay will try to have an insight of the perception of logo change: its impact on companies and customer behavior. I will base the essay on two brands: Microsoft and Gap. I will try to answer to the following question throughout my essay: how the change of logo can create a conflict between the company and the customer? The essay will be divided in three parts: the first part will deal with the perception of logo from the company side, then the second part will focus on the customer side of logo perception and eventually the third part will look for elements that...
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