A global business was facing a re-branding challenge. Anecdotally, they had discovered their company logo may induce a negative brand perception among their target customer audience. Consequently they were keen to avoid making a similar mistake again. Hence they wanted to thoroughly test the logos and their associated brand perceptions.
Our approach was to set up a focus group to explore consumer sentiment. First of all we showed respondents a number of logo designs. Secondly we asked them to select which attributes (from a long list) they associated with each. Using perceptual mapping we plotted the logos against the attributes and clearly showed respondent sentiment to the alternatives.
Firstly the perceptual mapping exercise clearly confirmed that the current logo was perceived in a slightly negative way. On top of this we identified two new designs that displayed more positive brand attributes. Consequently the company was able to re-brand confidently.