Do logo redesigns help or hurt your brand? The role of brand commitment
Walsh, Winterich and Mittal report a field experiment with 632 respondents on logo redesign. Strongly committed consumers evaluated a shift toward a rounder version of an angular logo negatively, which lowered brand attitude, while weakly committed consumers reacted positively. The authors advise firms changing brand elements to watch for reactions among their most committed customers. The full text was not read.
Walsh, Winterich and Mittal report a field experiment with 632 respondents on logo redesign. Strongly committed consumers evaluated a shift toward a rounder version of an angular logo negatively, which lowered brand attitude, while weakly committed consumers reacted positively. The authors advise firms changing brand elements to watch for reactions among their most committed customers. The full text was not read.
Written from the openAlex abstract record, 2026-11-03.
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Walsh, M. F., Winterich, K. P., & Mittal, V. (2010). Do logo redesigns help or hurt your brand? The role of brand commitment. Journal of Product & Brand Management, 19(2). doi:10.1108/10610421011033421 https://doi.org/10.1108/10610421011033421