Starbucks is launching a new logo this year, dropping its name from its branding and simply showing the mermaid currently printed on cups and signage. We doubt this is going to cause a lot of confusion or hurt sales, but some say the change could pose some threats.
Dropping the nam
e, says one consultant in this article, is a "serious marketing mistake." And a university study reports that people who have a strong commitment to a particular brand (of which Starbucks has many) are the ones most against change.
Well, a proposed logo change didn't work for Gap. Last year the apparel chain's logo change caused so much customer strife that the retailer pulled its new logo.
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