The Effect of Logo Modernization on the Attitude of Customers toward Brand Case Study Mehr e Eghtesad Bank Logo

Document Type : Research Paper

Authors

1 Master's degree in Business Administration, Faculty of Management, University of Tehran

2 Assistant Professor, University of Tehran, Faculty of Management, Department of Business Administration

3 Associate Professor, University of Tehran, Faculty of Management, Executive Management Group

Abstract

Strategically, a corporation’s identity plays a specific role in its differentiation. Some
of the factors that contribute to this differentiation are known as corporate visual
identities and among those, we can refer to companies’ buildings and sites, staff clothing and corporate logo. Changing and renovating logo in organizations is mainly
undertaken due to the major managerial or strategic changes and if the logo and corporate mission do not match. In this study, we have considered the effects of different
logo design on 1) logo personality and logo attitude and 2) the customers’ attitude
toward the logo. This case study is focused on the logo of Mehr-e-Eghtesad Bank
(MEB). Our sample consists of 341 MEB customers. SPSS software is used for data
analysis. The results of the study suggest that the logo design affects the customers’
attitude toward logo and their attitude toward the brand, and different logos possess
.different personality comparing to each other

Keywords


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