A change in the logo, affects buying decisions.
"Currently, most companies use a mass approach when they change their logos. Worse yet, most companies presume that their most precious customers—those having strong brand commitment—will be more accommodating to changes.
"Our results show this is likely a mistaken assumption—one that can alienate the core, the most committed of a brand’s customers. In contrast, weakly committed consumers respond positively to logo redesign. Naturally, a more nuanced approach is needed to ensure that logo redesigns appeal to both groups.
"One strategy may be to manage the reactions and expectations of strongly committed consumers by actively soliciting their input and perhaps pre-notifying them before the changes are revealed to the broader public. Giving the strongly committed such a feeling of being an 'insider' may strengthen their self-brand connection and mitigate the potentially negative effects of logo redesign." - Dr. Vikas Mittal, Rice University
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