Brand logo redesign
-
Upload
bovangrinsven -
Category
Marketing
-
view
320 -
download
1
description
Transcript of Brand logo redesign
Evolutionary versus Revolutionary Brand Logo Change:
Higher Degrees of Brand Logo Change Hurt Brand Recognition for Highly
Brand Conscious Consumers
Bo van Grinsven en Enny Das
• Introduction
• Examples of logo redesigns
• Studies on logo redesigns
• We developed an experimental paradigm to
provide rigid tests of the effects of objectified
degrees of logo changes on consumer responses
Evolutionary and revolutionary logo redesigns:
- Evolutionary redesigns: without losing or changing brand identity or brand values.
- Revolutionary redesigns: are typically associated with major strategic shifts, like mergers, name-changes, or bankruptcy.
Evolutionary versus revolutionary changes
Hypotheses 1 & 2
New and unfamiliar elements will demand more attention and more capacity to be processed and stored in the memory system.
H1: An increase in degree of change, decreases brand recognition
A single exposure may be sufficient to store logos that have undergone a slight adjustment, but may not suffice to store substantial logo redesigns.
H2: Increases in exposure induce increases in brand recognition in particular for substantial degrees of logo change.
Evolutionary versus revolutionary changes
Brand Consciousness
Brand Consciousness: a personality trait that indicates the degree to which a consumer is oriented in buying well-known branded products (Sprotles & Kendall, 1986; Shim & Gehrt, 1996; Liao & Wang, 2009).
Consumers perceive the purchase and consumption of products to be ‘vehicles for self-expression’ (Belk, 1988, and Sirgy, 1985, in: Nan & Heo, 2007, p.67).
Changes in product information, like a brand logo redesign could affect the perceived consumer-brand relationship:
Highly brand conscious consumers are sensitive for this kind of information
H3: Increases of degree of logo change negatively affect brand recognition, in particular for highly brand conscious consumers.
Evolutionary versus revolutionary changes
• Study 1 - Participants and design
• A preliminary study to test the effects of degree of logo change
• 3 (degree of change: no change, small change, substantial change) between subjects design.
• 121 undergraduates (75% female, Mage = 20.4, SD = .43)
01/08/14
Evolutionary versus revolutionary changes
• Materials Study 1• Redesigned by graphic designer,
• Based on Müller, Kocher, and Crettaz (2011)
• All FMCG Brands
• Combination of word mark & and brand logo
• Pre-tested materials (N = 20): t(8) = -19.83 , p < .001
01/08/14
Evolutionary versus revolutionary changes
• Measure• Brand Recognition: Adjusted Lexical Decision
Task (Meyer & Schvaneveldt, 1971).• Because brand recognition is a spontaneous,
unconscious process.
• Recognize whether you see an existing vs non-existing word
• We used pictures instead of words
01/08/14
Evolutionary versus revolutionary changes
• Results• H1: An increase of degree of logo change decreases brand
recognition: F (2,116) = 4.57, p = .012.• Bonferroni post-hoc: no vs small change, p > .05• no vs substantial change, p = .013, small vs
substantial, p > .05
01/08/14
Evolutionary versus revolutionary changes
• Study 2 - Participants and design• 3 (degree of change: no change, small
change, substantial change) x 2 (Exposure: 1 vs 3 times) between subjects design (brand consciousness as continuous moderator).
• 148 participants (56.9% female, Mage = 25.03, SD = 7.82)
01/08/14
Evolutionary versus revolutionary changes
• Materials Study 2
• Different product categories • FMCG, computer brand, financial sector• National and international brands• Redesigned according Müller, et al. (2011)• Pre-tested (N=51),t(8) = -19.83 , p < .001
01/08/14
Evolutionary versus revolutionary changes
• Measures• Brand Consciousness: six-item, 7-point Likert
scale (Nelson & McLeod, 2005), α = .82 (e.g., brand name products that cost a lot of money are good quality’).
• Brand Recognition: similar to study 1: adjusted Lexical Decision Task (Meyer & Schvaneveldt, 1971).
01/08/14
Evolutionary versus revolutionary changes
• Results (1)• Interaction effect between degree of change and
exposure: F (2,132) = 3.25, p = .042.• Simple effect analyses: marginally significant effect for
difference in brand recognition between original brand logo (M = 514.67) and substantially changed brand logo (M = 681.23, p = .061), only in 1-exposure condition
• No further effects found.
01/08/14
Evolutionary versus revolutionary changes
• Results (2)• Interaction effect between degree of change and brand
consciousness, F (1,132) = 3.307, p = .004.
• No median split, thus retaining all observations in the analyses (e.g., Royston, Altman, & Sauerbrei, 2006), following Aiken & West (1991)
Evolutionary versus revolutionary changes
• Results (3)• Interaction effect between degree of change and brand
consciousness, F (1,132) = 3.307, p = .004.
• Simple effects: Marginally significant: Brand recognition decreased when highly brand conscious consumers were exposed to a substantially changed brand logo (M = 652.66, Se = 52.38) as compared to the original brand logo (M = 472.47, Se = 61.61, p = .082).
Evolutionary versus revolutionary changes
• Findings and discussion• Exposure neutralizes effects of brand logo redesigns
• Effects on brand attitude, brand identity and reputation need further examination!
• Only effects for highly brand conscious consumers: brand recognition decreased when exposed to a substantially changed brand logo
• Tunnel vision?
01/08/14
Evolutionary versus revolutionary changes
Effects were found for FMCGs, so it is even more interesting to
examine effects for transformational or high involvement
products/brands.
Present research presents a first step in the experimental paradigm. The next step is to examine effects on other consumer responses.
Questions?
[email protected]/08/14