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

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Advances in Advertising Research (Vol. VI)

Part of the book series: European Advertising Academy ((EAA))

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.

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Authors and Affiliations

  1. VU University, Amsterdam, The Netherlands

    Drs. Bo van Grinsven

  2. Radboud University, Nijmegen, The Netherlands

    Prof. Dr. Enny Das

Authors
  1. Drs. Bo van Grinsven
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  2. Prof. Dr. Enny Das
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Correspondence to Bo van Grinsven .

Editor information

Editors and Affiliations

  1. Department of Marketing, Vrije Universiteit, Amsterdam, The Netherlands

    Peeter Verlegh

  2. ASCoR, University of Amsterdam, Amsterdam, The Netherlands

    Hilde Voorveld

  3. Lehrstuhl für BWL, insb. Internationales Marketing, Europa-Universität Viadrina, Frankfurt (Oder), Germany

    Martin Eisend

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van Grinsven, B., Das, E. (2016). I Love You Just The Way You Are: When Large Degrees of Logo Change Hurt Information Processing and Brand Evaluation. In: Verlegh, P., Voorveld, H., Eisend, M. (eds) Advances in Advertising Research (Vol. VI). European Advertising Academy. Springer Gabler, Wiesbaden. https://doi.org/10.1007/978-3-658-10558-7_29

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