Bibliography<\/p>\n
A company\u2019s 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 \u201ccreate a position for the brand that distinguishes it from its competition\u201d (Grewal and Levy 160). There have been many companies that changed their logo, and changing the company\u2019s logo is often viewed as gambling. It can ameliorate company\u2019s 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 \u201cp\u201d in Gap. This sudden change in its logo caused many discrepancies among The Gap\u2019s consumers. While some advocated this new change, some others even stated that \u201cif 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.\u201d To pacify the disappointment of the customers, Gap immediately responded to the arguments and asked for feedbacks.<\/p>\n
From this example, we can easily denote how logos play crucial role in a company\u2019s positioning strategy.<\/p>\n
![\"\"](\"https:\/\/blogs.ubc.ca\/eunkwan\/files\/2010\/10\/0-gap-300x300.jpg\" "\\"0-gap\\"")
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