I Love You Just The Way You Are: When Large Degrees of Logo Change Hurt Information Processing and Brand Evaluation

Abstract

To keep up with rapidly changing market conditions, revitalizing a brand through an adjustment of brand logos is a natural and necessary element of brand management (Muzellec & Lambkin, 2006; Aaker, 1991; Kapferer, 1998). On average, one in fifty companies change their logo per year (Spaeth, 2002). For example, Philips redesigned its brand logo in 2013 to communicate a new strategy of ‘being a diversified technology company, focused on improving people’s lives through meaningful innovation’ (Philips, 2013). This logo change went unnoticed by many, most likely due to its subtle features. BP redesigned its brand logo more drastically in 2001. The company wanted to let go of the traditional image of a global petrol company by focusing more on sustainable energy.