Titre : |
Consumer reaction to FMCG rebranding How FMCG brand renew their brand to fit the Internet trend? |
Type de document : |
Mémoire |
Auteurs : |
Tingyu HSU, Auteur |
Année de publication : |
2021 |
Importance : |
50 p. |
Note générale : |
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Langues : |
Anglais (eng) |
Mots-clés : |
Management COMPORTEMENT DU CONSOMMATEUR ; IMAGE DE MARQUE
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Résumé : |
The popularity of the Internet allows information to be quickly spread to the world. Many brands have begun to adjust their logos to flatten to adapt to changes in the environment, improve their logos to improve communication efficiency and content display sales and reduce communication costs. The flat design can help consumers have a more consistent experience when using different devices and the flat design of the color block is simple and can be extended almost infinitely, allowing the brand to cultivate the ability to dynamically change due to the environment. However, brand renewal requires a lot of money and a period to be accepted by consumers. Many of these brands cannot get a positive response from consumers when their logo is renewed.
The main purpose of this research is to understand the study of How consumers process FMCG logo changes to flat design used in rebranding. It adopts a questionnaire survey method to conduct a questionnaire survey of consumers’ perceptions and attitudes toward brand renewal, including brand familiarity, brand involvement and attitude toward the brand prior to exposure to the logo change. The research uses SPSS statistical software to conduct discussion and analysis to understand consumers’ positive responses and attitudes towards the FMCG brand renewal. It also shows that they are interested in understanding the reasons behind the brand renewal, and there is no anxiety or anxiety about the products after the brand renewal. FMCG brand owners do not need to worry too much about consumers losing confidence in their products when updating their brand logos to flat designs. At the same time, if they can actively improve consumers’ new logo design concepts, it will be easier to gain consumer recognition. The results of this research It will be used as a reference for future FMCG brand logo update and marketing strategy research. |
Programme : |
MSc Marketing French Excellence |
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