Branding / Identity awareness: examples of testing change?

19 May 2008 - 10:56am
6 years ago
1 reply
926 reads
mary keitelman
2006

An organization is changing its branding/identity.

Can anyone point me to examples of

1) how to test brand awareness-- when there is a change?
2) any case studies of what happened when organizations changed identity/look
and feel of web properties-- what was the result in terms of user acceptance,
user recognition?

thanks in advance,

Mary Keitelman
_________________________________________________________________
Keep your kids safer online with Windows Live Family Safety.
http://www.windowslive.com/family_safety/overview.html?ocid=TXT_TAGLM_WL_Refresh_family_safety_052008

Comments

20 May 2008 - 4:17am
Alexander Baxevanis
2007

That's more of a general branding issue that I'm not sure I'm
qualified to answer. But I've seen lots of cases online where some
organisation changed their identity or, more frequently, got bought by
some other company. Usually this is accompanied by a lot of publicity,
so there's almost always some form of "reassurance" message
prominently displayed in the homescreen e.g."Although ABC Ltd. has now
been bought by XYZ Big Corp Inc. we are committed to keep our company
values and provide the same excellent level of service in our FooBar
2.0 social network" etc. (see for example http://www.jaiku.com/).

It's also common that the old company name is used as a subtitle i.e.
"XYZ (previously ABC)" or, in the case of an acquisition, if the
acquired brand name is strong enough you often get something like XYZ
- an ABC company/brand.

An important user experience concern is to make sure that the content
of a website is consistent, i.e. all instances of ABC should be
changed to XYZ (except perhaps in a company history/about page). While
current clients/visitors may be aware of a change and may forgive some
inconsistencies, those who arrive after the change are often left
wondering what's the difference between ABC and XYZ.

Hope this helps!

Alex

On Mon, May 19, 2008 at 4:56 PM, mary keitelman <mkeitelman at hotmail.com> wrote:
>
> An organization is changing its branding/identity.
>
> Can anyone point me to examples of
>
> 1) how to test brand awareness-- when there is a change?
> 2) any case studies of what happened when organizations changed identity/look
> and feel of web properties-- what was the result in terms of user acceptance,
> user recognition?
>
> thanks in advance,
>
> Mary Keitelman
> _________________________________________________________________
> Keep your kids safer online with Windows Live Family Safety.
> http://www.windowslive.com/family_safety/overview.html?ocid=TXT_TAGLM_WL_Refresh_family_safety_052008
> ________________________________________________________________
> Welcome to the Interaction Design Association (IxDA)!
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