The impact of effective logo design on branding and organizational profitability

Running head: PROJECT DISSERTATION
Project Dissertation
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1PROJECT DISSERTATION
Abstract
The entire study had help in analysing the impact of the logos is beneficial or non-beneficial
to the different organizations in an effective manner. The main aim of the study had assisted
in identifying the impact of the logos on the profitability gained by the organizations in the
entire competitive industry or market. In this present study, different cases have been
analysed where different companies have changed their logos and have developed a unique
global brand. The study has depicted the failure of UBER in rebranding their offerings and
the companies like Apple, SHELL, Adidas, Pepsi and McDonalds have also been analysed
that have gained success due to their effective branding strategy. The results from the report
shows that colour, shape, size, design, text and message are the important elements of
developing an effective logo. The companies that have fared in the market are those having a
distinctive and unique logo which is memorable and recognizable. The study has limitation as
it is based on qualitative analysis of data where the perception of the consumers could have
analysed in a better way by conducting quantitative analysis using survey method. Therefore,
there is specific scope of research in the future in majority of the areas.

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Table of Contents
Chapter 1....................................................................................................................................5
1.1 Introduction......................................................................................................................5
1.2 Background of the Study..................................................................................................5
1.3 Research Aim and Objective............................................................................................6
1.4 Research Questions..........................................................................................................7
1.5 Research Hypothesis........................................................................................................8
1.6 Summary..........................................................................................................................8
Chapter 2- Literature review......................................................................................................9
2.1 Introduction......................................................................................................................9
2.2 Effect of branding on consumer purchase decision.......................................................10
2.3 Models of branding........................................................................................................12
2.4 Concept of Marketing Management and Consumer Behaviour.....................................15
2.5 Influence of Logos on Purchasing Decisions of Consumers.........................................16
2.6 Theoretical Approach of Logos or Brand Value on Purchasing Decisions of Consumers
..............................................................................................................................................18
2.7 Models of Consumer Behavior......................................................................................19
2.8 Importance of Brand Value or Logos on Purchases of Consumers...............................20
2.9 Importance of Brand Value on Increasing profitability of Organization.......................20
2.10 Power of Logos............................................................................................................21
Chapter 3 - Research Methodology..........................................................................................22
3.1 Research philosophy......................................................................................................23

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3.2 Research Approach........................................................................................................24
3.3 Research Design.............................................................................................................26
3.4 Data collection and analysis...........................................................................................26
3.5 Sampling........................................................................................................................27
3.6 Reliability and Validity..................................................................................................28
3.7 Ethical consideration......................................................................................................28
Chapter 4- Data Findings and Analysis...................................................................................29
4.1 Introduction....................................................................................................................29
4.2 Case Analysis.................................................................................................................29
4.2.1 UBER’s radical rebranding.........................................................................................29
4.2.2 Shell’s journey of insignificance to iconic status........................................................34
4.2.3 Apple’s iconic logo.....................................................................................................38
4.2.4 Adidas three stripes branding......................................................................................42
4.2.5 Pepsi ‘s logo refreshed or rebranded...........................................................................45
4.2.6 McDonald’s Logo evolution.......................................................................................48
4.3 Ranking system..............................................................................................................51
4.4 Discussion......................................................................................................................53
Chapter 5- Conclusion..............................................................................................................55
5.1 Conclusion......................................................................................................................55
5.2 Research limitation.........................................................................................................57
5.3 Scope of future research.................................................................................................58

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References................................................................................................................................59

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Topic- The impact of effective logo design on branding and organizational profitability
Chapter 1
1.1 Introduction
The entire study will help in analysing the impact of the logos is beneficial or non-
beneficial to the different organizations in an effective manner. The main aim of the study
will help in identifying the impact of the logos on the profitability gained by the
organizations in the entire competitive industry or market. The logo is defined as the virtual
kind of cornerstone of the brand of the company which will be helpful in nature for the
company to be successful in nature in order to make the business more stable and this helps
the company in connecting to the memory of the different individuals.
Furthermore, the importance of the logos on the consumers and this helps in
influencing the purchasing decisions of the company in a positive manner. The playing with
the logo is beneficial for the organizations which will help in understanding the importance
which is provided to the customers to help them to be accustomed of the brand in a positive
manner and they will be recommending others to purchase that respective brand in the future.
Additionally, it has been seen and analysed that the brand loyalty is the other main factor
which is helpful for that respective brand to gain more popularity in the entire competitive
market.
1.2 Background of the Study
The main aim and purpose of the report is to analyse the role of logos which are used
by the different companies is beneficial or non-beneficial for them. Proper analysis is
required to be done which will help in understanding the actual importance of the logos in the
company or the brands which is essential in nature for analysing the different techniques for
communicating the same to target the audiences. Creating a logo is vital in nature for the

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company as this is the marketing efforts for the company. This is the main reason in which
the tailor brands try to create feature rich design suite which helps in building logo along with
the brand in an appropriate manner. The entire study will assist and help in analysing the
positive impacts of the logo on the brands which are sold by the company to their customers.
There are different examples which can be analysed such as Apple Inc’s iconic fruit and
unmistakable swoop. The logos will act as the synonyms with the brand that is represented by
them in a positive manner.
Furthermore, there are various other reasons which are required to be analyzed with
the proper implementation of the different kinds of impacts of the logo on the brands of the
business in an effective manner. Additionally, it has been seen that the impact of the brand
value or logo on the entire profitability of the business is positive in nature and this has
created positive influence on the business. The characteristics of the logo is required to be
versatile, relevant and simple in nature which will help in improving the conditions of the
business in a positive manner.
The main purpose of the logo is to provide and analyse visual presentation of the
company brand in a positive manner. The successful design of the logo along with the proper
marketing of the product is positive in nature which will help in becoming effective and this
will create positive impact on the brand image as well. The logo will assist the different
companies along with the brand to become memorable and iconic in nature which will assist
in managing the demands of the customers and this will influence the fair share of the
purchasing decisions of the customers in the market.
1.3 Research Aim and Objective
The research aim of the entire study is to analyse the importance of the logo or the
brand of the company in attracting the different customers in the market. There is different

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importance of the logo in the business which will help the different companies in attracting
the customers in the competitive market. Furthermore, the main and essential component of
the entire research study is the logo and the usage of the logo by the companies in order to
gain profitability in the business which will improve their business and gain more
profitability in the organization. Lastly, the research will help in identifying the different
strategies that can be adopted by the organizations to improve their business in an appropriate
manner.
There are different research objectives that is required to be identified in an effective
manner which will help in analysing the two major elements which is required to be taken
into consideration and investigate the importance as well. the research objectives are as
follows:
To determine the importance of the logo in gaining competitive advantage in the
entire competitive market
To examine the influence of logos on the purchasing decisions of the customers in the
market
To analyse the various strategies that can be adopted to improve the logo design
adopted by the company effectively
1.4 Research Questions
There are different research questions which are required to be analysed in an
effective manner which will help in analysing the same appropriately.
Research Question 1. What is the impact of brand value or logo on the profitability of a
business organization?
Research Question 2. How Brand value or logo of a company can influence a fair share of
the target customer’s purchasing decisions?