Evolutionary versus Revolutionary Brand Logo Change: Higher Degrees of Brand Logo Change Hurt Brand Recognition for Highly Brand Conscious Consumers

Two experiments tested the effects of different degrees of brand logo change on brand recognition. Experiment 1 (N=120) tested effects of degree of logo change (original vs. small vs. substantial change). Experiment 2 (N = 148) used a 3 (degree of change: original vs. small vs. substantial change) x 2 (Exposure: 1 vs. 3) between subjects design with brand consciousness as continuous moderator. Results showed that decreases in brand recognition following substantial logo changes were restored after three exposures. Highly brand conscious consumers may need special attention because logo change hurts brand recognition in particular among this group.