A company’s logo can be used as a positioning tool. Nowadays, symbol became very important factor for both potential buyers and the company itself. Logo helps consumers to easily identify the manufacturer of the product, and it also might give the buyers some sense of pride by using that particular item. The symbols also help to “create a position for the brand that distinguishes it from its competition” (Grewal and Levy 160). There have been many companies that changed their logo, and changing the company’s logo is often viewed as gambling. It can ameliorate company’s image perceived by the customers or it can deteriorate its image. The Gap updated its 20-year old logo to a simpler logo in which it has a smaller blue box on top of “p” in Gap. This sudden change in its logo caused many discrepancies among The Gap’s consumers. While some advocated this new change, some others even stated that “if this logo is brought into the clothing [store] I will no long[er] be shopping with the Gap. Really a bummer because 90% of my clothing has been purchased there in the last 15+ years.” To pacify the disappointment of the customers, Gap immediately responded to the arguments and asked for feedbacks.
From this example, we can easily denote how logos play crucial role in a company’s positioning strategy.
Link: http://money.cnn.com/2010/10/08/news/companies/gap_logo/index.htm
Bibliography
Grewal and Levy. Marketing. 2nd. McGraw-Hill, 2009. 160
