Abstract

A logo is defined as the official visual representation of a corporate or Brand name, and the essential component of all corporate and brand identity programs. Due to the entrepreneurial importance of logos in consumer sentiments (positive or negative attitudes) and brand awareness, great amounts of investments are made because management expects that logos can add value to the reputation of an organization. The objective of this research was to study the importance of logos in consumer perceptions of a company and its products as well as to study the effectiveness of logos on organizations’ performance.This topic is very important and relevant because of the increasing trend of companies to change their logos and many companies are curious as to how it effects the company’s operations and the image it has on the minds of the consumers. Some of the major examples of companies that changed their logos recently are Reebok, Cadillac and Google. 100 customers of different age groups, gender, area and different income group were taken. This research work doesn’t require a secondary data collection as it is completely based on present way of approach of customers due to change in logos of their favourite brand. The focus is on what are the changes in the buying attitude of customers due to change in or modifications in the present logos. Also this research ponders upon the variation in trust factor of customers and many more aspects. Focus was also upon company’s clients towards change in logos. A primary research involving a questionnaire consisting of 16 questions for customers and 10 questions for company’s clients that try to bring out relevant data to meet the objective of the research was developed and used for the survey. The questionnaire was prepared and responses of the customers were taken on one to one basis and responses of clients were taken either using mail or one on one meeting. The questionnaire was prepared using both Microsoft office and Google docs. Results revealed that in day to day life the preferences of customers change due to even a slight change in logos. The preferences and trust factor of the customers depend upon the income and age group of the consumers. It was also found thatthat male consumers are much conscious about the brand than female consumers. There is also a difference in market share of the company due to a change in logo. This research can help companies to change its image and bring about a positive impact using logos. To conclude we can see that logos do have great impact on the company as well as the consumers.

Keywords: Logos, Companies, Income, Change, Impact, Purchasing Pattern