Gap and the Case of the Bad Logo Redesign : How Consumers Forced an Old Brand Identity to Return / John DiMarco.

Format:

Book

Author/Creator:

DiMarco, John, author.

Series:

SAGE business cases.

SAGE business cases

Language:

English

Subjects (All):

Branding (Marketing).

Physical Description:

1 online resource.

Place of Publication:

London : SAGE Publications: SAGE Business Cases Originals, 2025.

Summary:

The clothing retailer GAP redesigned their logo in 2010. However, due to customer pushback, the rebrand caused controversy. The rationale behind the GAP logo redesign was the widespread customer disapproval, which caused GAP to revert to its original logo design within a week. Also, the company employed image repair strategies to address the crisis situation. The case highlights the importance of brand recognition and how changing a brand image without surveying audience reaction can create negative consumer engagements. The case unveils the rapid pivots GAP executives made moving from campaign to crisis. Thorough research and planning when altering established brand elements, especially brandmarks and logos, are an important element of successful business operations. Students are challenged to identify decision points, which if addressed during creation of the new logo, may have avoided controversy and built positive brand recognition for the GAP organization.

Notes:

Description based on publisher supplied metadata and other sources.

ISBN:

9781071981580

1071981587

OCLC:

1483994072