Do you think corporate image makeover (logo change etc) helps?

Logo is the most important element of a brand. Changing this is a necessity when the reality calls for. But it throws a huge challenge to the brand owner.So it becomes quite risky.The makeover is done when the market changes and the consumer behaviour indicates some vital new dimensions. Understanding this is indispensible before deciding about the change in logo.And the most important factor to carry out this change is to plan out a campaign which is very expensive. The recent successful change in the Indian firmament is Bajaj logo.Effectiveness of  Bank of Baroda and Videcon logo changes are yet to be realized.    

the change in logo gives a fresh look and customers feel more attractive because they can understand the updating of the product

I would support Jayant here. At any point of time a business operates within the technological, social, competitive & ideological confines of the society of that time. As the market environment changes so must the company. Videocon's new logo (an earthly green V symbol with a droplet forming the upper right part of the the V) reflects the changes in its image i.e. more youthful and "with it" as compared to the previous logo and the association of being an "oldies brand" or "my fathers choice"). The new logo also depicts its varied business interests (the droplet signifies Videocon's Oil businesses) beyond consumer electronics. And with Videocon getting into businesses like mobile services and competing headon with Bharti & Vodafone - the change in brand image & logo was much needed.

There is no brand R(evolution) without evolution!!

A company chooses a name, logo, color, brand ambassador etc. to which it can relate with and make the audience perceive about its vision and mission. With the course of time, as growth and diversification strategies companies shift or diversify to different products,services and markets and its mission changes with time.

A company always has to create an image which can represent the activities, vision and mission of the company. Thus it becomes indispensable to adapt to the current situations and design a branding plan accordingly.

Dfinitely!

For me change always translates to moving forward which actually means progress. A change in the logo, colour or even designing of the pneumonic that representsthe brand with some reference to the past would ensure the brand loyalty and equity and also RECALL!

The example of Videocon which is recent is a good one. I personally had felt that the new look would not really work in their favor, but with the brand venturing into newer verticals, particularly thefast moving cellular phone segment, it has given a new mening to Videocon as a brand and somehow has stuck in my mind that along with Home Electronics, this compay also manufactures CELL PHONES!! Thats progressive. Even the example of BMW that Jayant has mentioned meansthat from the typical car maker this giant has moved into areas of niche expertise and their logo and design evolved accordingly!!

Lets add to it the Vodafone experience. It started wit Max Touch, progressed to Hutch (hutchison Max) to Orange and now Vodafone. It has undergone tremendous changes in its owneship, logo and colours but remains unanimous and equitable for it being a telcom service provider!!

It definitely helps!1 Thanks for the reference Jayant :)

Yes it do helps the corporate to rejuvenate once again in the market. The corporate image makeover should be done frequently within a certain mind gap to match with the new generation. As we all know that except changes nothing is constant and to survive in the competitive environment new idea, new message, dynamic innovation is required to create a mind share. Example: with the new Videocon logo, the company is back with a bang with new products, more investment and its getting the positive result of the same. 

obvious yes..... like innovative ideas, creativity image make a huge impact on mind of customers/market....

Definitely yes, especially in times when the brand has died down due to various reasons. A relook, a new strategy and a makeover as we call it definitely helps in not just refurbishing the lost image but also enhancing it. Part of the success of a brand in the market place can be attributed to the freshness of the brand not just in terms of its products or service but also its image. An example that readily comes to my mind is from what i have seen in the GCC when Areeba or Kuwait Telecom took over a niumber of operators in Africa and ME and rebranded themselves as Zain Telecom. Closer home Apollo tyres and Ceat are some of the examples i can readily think of.

As time passes and new generations took up the industries then they need a new energy & position for company and that's place where company's logo change is a form to do so. It's a good idea to change logo over the time like apple, videocon, BMW, etc. This also creates a good image of company and new reform in customer.

Yes I will accept with your opinion. Times are changing and further development is a continuous process. No one can deny this in the ever changing business environment.

Thanks for referring Mr.Jayant.

Does your current brand experience reinforce your desired brand image at all contact points? Is your brand healthy?

Is it an accurate reflection of your business today? As you look at your plans and hopes for the next ten years

 Is your brand ailing?

Times change, businesses change, consumer interests change, culture changes, and sometimes brands need to change, too.

To evaluate whether your brand may be in need of an update Spotting brand aging signs

Sometimes, logos go out of style and need updating in order to keep pace with market tastes and cultural trends, but that kind of market-responsive change involves only a cosmetic update, not a brand overhaul as Videocon did.

the ones u hv mentioned BMW, Apple etc.. make good products.. the product &l logo hv evolved with time...... bottomline is quality. that gets reflected.. consumer will go for it

Yes! I would definitely approve of it! If you are making the change then it should be subtle. Not a drastic change where the consumer is completely shocked by the change Apple made the drastic change only during the period 1976-1998 and after that the change has always been subtle. It is the same when you look at the BMW you need move with the current trend. You cannot be left behind by sticking to old design values.

Lovely topic Jayant. with time passing changing logo becomes necessisity. For organisations that started more than a century back, evrything from printing techonologies to fonts to evrything. So to give a conpemporary look logo has be be modified. Secondly with the large numbers of mergers and acquistions that has happened and still happening the logo needs modification. for example take GlaxosmithKline. There were Glaxo, Beecham Bros, SmithKline, Hans & allenbury's, Bourroughs & Wellcome, all these have merged in course of time and thus the new logo has emerged which is contemporary. Similarly the old logo of TATA and new one are not much different in content i.e the letter T but the with the new look of the letter the brand has become young. So I agree with you that it definitely helps in image make over..Probably thats the reason many a companies have spent a furtune for this..

Corporate makeover when it is required? I guess it is required when something is going wrong with the organization, or it is going down. It helps in boosting new confidence in consumer and stakeholders. During this period organizations are more open to changes.

And about logo changes, I think it has more to do with the Brand Image. For example Apple and Goggle (which changes logo every day in Google search) are best known for their innovation. Even if they change logo now and then, that goes with their brand image. On the other hand few brands change or modify their logos, as they see it as a completely outdated stuff. Time to time modification does help in keep the brand up to date.

Image makeover is somewhat eyecatching. recently i saw a show "food paradise" where a brand restraurant  of pizza also change its logo with time to time. This has nothing to do with the tasty pizzas but this help to lure the attention. same monotonous logo sometimes grow boring. its just like new ads are made for brand promotion.