It doesn’t take much to rock the boat of successful branding, as Starbucks learned recently when they intro’d their subtly modernized mermaid logo. A recently published Penn State Smeal College of Business article shows why:
“Consumers who are strongly committed to a brand react more negatively toward new logos, while more casual customers view the redesigns as positive. The negativity felt by the brand’s best customers can spill over and cause them to have a lower attitude toward the brand.”
Read about the study at today’s SCIENCE DAILY
http://www.sciencedaily.com/releases/2011/01/110111133015.htm
Tags: Brand, logo, Penn State, Starbucks
