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The Impact of Supervisor Support on Employee-Related Outcomes Through Work Engagement Read chapter Read first chapter

2021 | OriginalPaper | Chapter

The Relationship Between Logo Changes and Brand Equity in Creating Brand Awareness

Authors : Meltem Diktaş, V. Özlem Akgün

Published in: Eurasian Business Perspectives

Publisher: Springer International Publishing

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Abstract

The rapid transformation in technology has led to an increase in options and similar products for consumers, and therefore, consumers have the chance to access products faster and easier. For this reason, branding is an important concept for marketing activities that affect consumers’ purchasing decisions. In product and service marketing, brands’ logos are among the main distinguishing features of that product or service. Logos become the brand’s identity and play a role in helping consumers distinguish the brand from other competitors. In this study, the question of how the brands with high brand value applied the logo design change in the context of simplification strategies was started. For this purpose, logo design changes of the most valuable brands in different segments of the world have been investigated in order to obtain data about the role of brand value on brand logo redesign. In order to collect the products of the luxury segments under a single logo, they chose simple, large font, and legible designs, and global brands choose a logo that minimizes the risks that may arise in the global competition, and food businesses use designs consisting of lively, colorful, and brand products.

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Metadata
Title
The Relationship Between Logo Changes and Brand Equity in Creating Brand Awareness
Authors
Meltem Diktaş
V. Özlem Akgün
Copyright Year
2021
Book
Eurasian Business Perspectives

Print ISBN: 978-3-030-65084-1

Electronic ISBN: 978-3-030-65085-8

Copyright Year: 2021

DOI
https://doi.org/10.1007/978-3-030-65085-8_17