What are the dangers of changing a company’s image?

Every company one time or another will be challenged and met with problems but the ones who learn from their mistake will become very successful.

GAP, the internationally known clothing store, learned this lesson the hard way. After 20 years of having the original GAP logo, the board of directors decided to change the logo to a more “honouring logo” without first consulting with the company’s customers.

This mistake backfired and caused a myriad of criticism all over the internet, days later the company admitted its mistakes and reverted to the original emblem. To solve this problem, product positioning has to change first and let a chance for customers to give their opinions then the logo should be the last thing.

Some companies learn from their mistakes and some do not.

BP is one company who was not successful in changing it’s logo and brand image. The logo change cost the company $7 Million dollars in brand research and much more supporting the change to a greener company but spent less on renewable energy.

Important lesson: You can not pretend to be something that you are not!

To read this article : http://www.bbc.co.uk/news/magazine-11517129