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- Title
İŞLETMELERİN LOGOLARINI DEĞİŞTİRME NEDENLERİ, YÖNTEMLERİ VE SONUÇLARI: VAKIFBANK ÖRNEĞİ.
- Authors
AYCI, Ali
- Abstract
Re-branding of a business includes brand name changes, brand aesthetics changes (color palette, logo, etc.) and changes in brand positioning. Researches show that the logo has a positive effect on the customer's loyalty to the enterprise and this positive effect increases the performance of a firm. In this study, the literature about the logo change within the framework of the concept of rebranding has been researched and Vakıfbank, which has changed the logo as the launch of the radical changes in 2008, has been examined as a case study and semi-structured interview has been held with the Vakıfbank authorized persons. The motivations that push Vakıfbank to reorganizing and logo change, the methodology and results of the change are explored and the findings are included. Vakıfbank has undergone a successful logo change process. Behind this success; the pressure of change in the banking sector, making logo changes as the launch of radical changes, persuading and involving the relevant people for the change, and getting professional consultancy for the change.
- Subjects
TRADEMARKS; CUSTOMER loyalty; SEMI-structured interviews; CHANGE theory
- Publication
International Journal of Economic & Administrative Studies, 2020, Issue 26, p19
- ISSN
1307-9832
- Publication type
Article
- DOI
10.18092/ulikidince.562968