A RESEARCH PROJECT ON

CHANGE IN LOGO AND BRAND EVALUATION

SUBMITTED BY: NO. NAME ENROLLMENT NO. 12044311062 12044311066 12044311067 12044311080 12044311097

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Patel Akshay M. Patel Arati J. Patel Arpit H. Patel Dhruv R. Patel Kalp B.

SUBMITTED TO: Prof. Jayesh D. Patel V.M.Patel institute of Management

V.M.Patel institute of Management Ganpat Vidyanagar Campus, Kherva 382711, Mehsana-Gandhinagar Highway

IMPORTANCE
A brand represents one of the most important assets to a company and it may be represented by its name, logo, and slogan which characterize a means by which consumers recognize, remember and recall the brand.

1.1 Important of the topic: Many companies are rebranding today and in fact this year alone just the first month into it. Example like AIRTEL BHARTI had recently changed its logo. The rebranding topic is important not just because many companies are doing it but perhaps also because of the great cost involved. The cost of rebranding includes hiring a branding consulting firm to work on the rebranding a firm from its building to its business cards present a picture of the wonderful amount of work to be done and all the cost to be involved. Like AIRTEL BHARTI spend around 300cr for its rebranding process. 1.2 Purpose of the study: Research on rebranding seems to have concentrated more on performance and the financial side through event studies and for name change specially. In this research, I propose to study what consumers think of brand log changes of AIRTEL Company and what goes in consumers mind when exposed to brand logo change.

2.1 Rebranding: An overview

2.1.1 What is Rebranding?
Rebranding has been sometimes referred to as the repositioning of a brand and in some cases as even having a brand being totally reborn. In generally, rebranding represents updating or changing the image of a brand in the minds of the different stakeholders involved.

2.1.2 Types of Rebranding: A rebranding continuum made up three main categories: Minor changes (simple face left-restyling)

Intermediate changes (Focus on repositioning) Complete changes (getting new name & brand)

2.1.3 Drivers of rebranding-why rebrand? - Change in ownership structure - Change in corporate strategy - Change in competitive position - Change in the external environment

2.2 Logos and Logo Changes When products and services are difficult to differentiate, a symbol can be the central element of brand equity, the key differentiating characteristics of a brand

INTRODUCTION
Chapter three describes the research methodology used in this study. It addresses the target population, sampling techniques, size and data collection and validity of the instrument used in the study. The research proposes to investigate the Change in brand logo. The study is descriptive in nature. The research will employ a questionnaire to gather data, make use of appropriate statistical techniques to evaluate the data and reach conclusions. This study is classified as quantitative and a single cross-sectional study.

3.1 Problem statement:

As per the current scenario many big companies were change their brand or logos. For that best example is AIRTEL BHARTI. AIRTEL Company was changed its logo. After that there may be many reasons. So problems are like Negative effect of logo change on consumers Divert the consumers perception Negative impact on AIRTEL Companys image Consumers behavior may change after rebranding It may good or bad for company.

3.2 Research Objective:

Research objective is a very important term for the research process. Its based on the different research objective. There are different objectives for my research report. Primary objectives: To know the consumers perception towards AIRTELs new logo

Secondary objectives:

To know the reasons for change AIRTEL Companys logo. To know the consumers behavior after logo change. Impact of rebranding on consumers mind. To know like-dislike of consumers towards AIRTEL Company.

3.3 Research Hypothesis:

H0 1: There is no significant relationship between age and previous logo. H1 1: There is a significant relationship between age and previous logo.

H0 2: There is no significant relationship between age and products & services. H1 2: There is a significant relationship between age and products & services.

H0 3: There is no significant relationship between Education & more attractive. H1 3: There is a significant relationship between Education & more attractive.

H0 4: There is no significant relationship between Current living status & brand to be good. H1 4: There is a significant relationship between Current living status & brand to be good.

H0 5: There is no significant relationship between Employment & color in logo. H1 5: There is a significant relationship between Employment & color in logo.

H0 6: There is no significant relationship between Members & logo is common. H1 6: There is a significant relationship between Members & logo is common.

H0 7: There is no significant relationship between Age & change in color. H1 7: There is a significant relationship between Age & change in color.

3.4 Research Design:

Research design is important primarily because of the increased complexity in the market as well as marketing approaches available to the researchers. In fact, it is the key to the evolution of successful marketing strategies and programmers. Research Design is a plan, conceptual structure, and strategy of investigation conceived as to obtain answers to research questions and to control variance. Descriptive Research Design The reason for choosing descriptive research design is that to get knowledge about phenomena by asking why, when, how, where, what. To gain the background information, to define terms, to clarify problems and to develop hypothesis, to develop questionnaire to be answered by the respondents regarding the consumer perception towards the change in brand/logo of AIRTEL Company

3.5Population Definition:
The target population was the respondents who have knowledge about the change in brand/logo and also aware about the change in logo of AIRTEL Company and who use the brand of AIRTEL Company.

3.6 Sample size determination:

This research consists of the 400 sample size for undergone this research project report.

3.7 Sampling Method:

In this research we are used the Non- Probability Convenience sampling method for filling up the questionnaire.

3.8 Research approach:

Survey approach using questionnaire

3.9 Instrument and technique for data collection:

(1) Research Instrument: We collected primary data through sample survey from the population. So for this purpose we have used the most popular tool of primary data collection through direct communication with respondents. The tools we used are questionnaires. (2) Data collection: Two hundred respondents in the study area have been considered for collecting data. Necessary data has been collected through Questionnaire survey. Two types of data have been collected for this study which are briefly discussed below:

(3) Primary data: Primary data for this study has been collected from main survey instruments i.e. Questionnaire. Questionnaire: In common parlance questionnaire is an instrument or a list of questions that are directly or indirectly related with the study. According to the objectives and requirements of the study a questionnaire has been framed to collect the required information regarding all indicators used and other relevant information

(4) Secondary data: In any study secondary data plays a crucial role from the inception to destination which on the one hand strengthens knowledge base and saves time and resources on the other. At the initial stage it gives first hand information about the topic of the study and later it is used to supplement the empirical data. Secondary data have been collected for this study from different published and unpublished documents such as research reports, different institutions, journals, articles and internet.

3.10 Measures of the study:

Dependent variables Specific perception towards the change in brand/logo of AIRTEL Company is dependent variables in our study.

Independent variables Quality of services is independent variables in our study In this research project, we used the structure questionnaire and Reliability test.

3.10 Hypothesis Finding:

Reliability
Case Processing Summary N Cases Valid Excluded Total
a

% 100.0 .0 100.0

400 0 400

a. Listwise deletion based on all variables in the procedure.

Reliability Statistics Cronbach's Alpha .608 N of Items 20

Hypothesis
H0 1: There is no significant relationship between age and previous logo. H1 1: There is a significant relationship between age and previous logo.

Previous logo is dependent Age Independent

Table 1 Descriptives Age 95% Confidence Interval for Mean N 18 to 25 26 to 40 41 to 50 51 & above Total 289 106 3 2 400 Mean 3.62 3.54 3.67 3.50 3.60 Std. Deviation .723 .692 1.155 .707 .716 Std. Error .043 .067 .667 .500 .036 Lower Bound 3.53 3.40 .80 -2.85 3.52 Upper Bound 3.70 3.67 6.54 9.85 3.67 Minimum 1 2 3 3 1 Maximum 5 5 5 4 5

Table 2 Test of Homogeneity of Variances Previous logo Levene Statistic .628 df1 3 df2 396 Sig. .597

Table 3 ANOVA Previous logo Sum of Squares Between Groups Within Groups Total .507 203.883 204.390 Df 3 396 399 Mean Square .169 .515 F .329 Sig. .805

Hypothesis is Rejected Ho There is a significant relationship between age and previous logo.

H0 2: There is no significant relationship between age and products & services. H1 2: There is a significant relationship between age and products & services.

Products & services Dependent Age Independent

Table 4 Descriptives Age 95% Confidence Interval for Mean N 18 to 25 26 to 40 41 to 50 51 & above Total 289 106 3 2 400 Mean 2.90 3.02 3.00 3.00 2.93 Std. Deviation 1.052 1.014 2.000 1.414 1.048 Std. Error .062 .098 1.155 1.000 .052 Lower Bound 2.77 2.82 -1.97 -9.71 2.83 Upper Bound 3.02 3.21 7.97 15.71 3.03 Minimum 1 1 1 2 1 Maximum 5 5 5 4 5

Table 5 Test of Homogeneity of Variances Products & services Levene Statistic .978 df1 3 df2 396 Sig. .403

Table 6 ANOVA Products & services Sum of Squares Between Groups Within Groups Total 1.192 436.848 438.040 df 3 396 399 Mean Square .397 1.103 F .360 Sig. .782

Hypothesis is Rejected Ho There is a significant relationship between age and previous logo.

H0 3: There is no significant relationship between Education & more attractive. H1 3: There is a significant relationship between Education & more attractive.

More attractive Dependent Education Independent

Table 7 Descriptives Education 95% Confidence Interval for Mean N 10th pass 12th pass Graduate post-graduate ph.d Total 4 114 241 40 1 400 Mean 2.75 3.05 3.74 3.42 4.00 3.50 Std. Deviation 1.258 .458 1.069 1.152 . .994 Std. Error .629 .043 .069 .182 . .050 Lower Bound .75 2.97 3.61 3.06 . 3.41 Upper Bound 4.75 3.14 3.88 3.79 . 3.60 Minimum 1 1 1 1 4 1 Maximum 4 5 5 5 4 5

Table 8 Test of Homogeneity of Variances More attractive Levene Statistic 53.385

a

df1 3

df2 395

Sig. .000

Table 9 ANOVA More attractive Sum of Squares Between Groups Within Groups Total 39.731 354.259 393.990 Df 4 395 399 Mean Square 9.933 .897 F 11.075 Sig. .000

Hypothesis Ho is accept, There is no significant relationship between Education & more attractive.

H0 4: There is no significant relationship between Current living status & brand to be good. H1 4: There is a significant relationship between Current living status & brand to be good.

Brand to be good dependent current living status independent

Table 10 Descriptives Current living status N Mean Std. Deviation Std. Error 95% Confidence Interval for Mean Lower Bound Married Unmarried Total 213 187 400 2.97 3.00 2.98 1.572 1.485 1.530 .108 .109 .076 2.76 2.79 2.83 Upper Bound 3.18 3.21 3.14 1 1 1 5 5 5 Minimum Maximum

Table 11 Test of Homogeneity of Variances Brand to be good Levene Statistic 6.743 df1 1 df2 398 Sig. .010

Table 12 ANOVA Brand to be good Sum of Squares Between Groups Within Groups Total .079 933.831 933.910 Df 1 398 399 Mean Square .079 2.346 F .034 Sig. .854

Hypothesis is Rejected Ho There is a significant relationship between Current living status & brand to be good.

H0 5: There is no significant relationship between Employment & color in logo. H1 5: There is a significant relationship between Employment & color in logo.

Color in logo dependent Employment independent

Table 13 Descriptives Employment 95% Confidence Interval for Mean Std. N working as full time employee working as part time employee self employee in own business Studying Unemployed Retired Total 129 Mean 3.09 Deviation 1.011 Std. Error .089 Lower Bound 2.92 Upper Bound 3.27 Minimum 1 Maximum 5

29

3.34

1.010

.188

2.96

3.73

26 200 15 1 400

3.58 3.70 4.53 4.00 3.50

.643 1.070 1.125 . 1.076

.126 .076 .291 . .054

3.32 3.55 3.91 . 3.40

3.84 3.85 5.16 . 3.61

2 1 1 4 1

4 5 5 4 5

Table 13 Test of Homogeneity of Variances Color in logo Levene Statistic 4.786

a

df1 4

df2 394

Sig. .001

Table 15 ANOVA Color in logo Sum of Squares Between Groups Within Groups Total 46.483 415.515 461.998 Df 5 394 399 Mean Square 9.297 1.055 F 8.815 Sig. .000

Hypothesis Ho is accept, There is no significant relationship between Employment & color in logo.

H0 6: There is no significant relationship between Members & logo is common. H1 6: There is a significant relationship between Members & logo is common.

Logo is common dependent Members Independent

Table 16 Descriptives Members 95% Confidence Interval for Std. N 2 3 4 5 above 6 Total 12 99 185 41 63 400 Mean 3.17 3.20 3.81 3.78 2.29 3.40 Deviation .577 .857 .663 .936 .682 .923 Mean Std. Error Lower Bound Upper Bound .167 .086 .049 .146 .086 .046 2.80 3.03 3.71 3.49 2.11 3.30 3.53 3.37 3.90 4.08 2.46 3.49 Minimum 3 1 1 2 2 1 Maximum 5 5 5 5 5 5

Table 17 Test of Homogeneity of Variances Logo is common Levene Statistic 4.438 df1 4 df2 395 Sig. .002

Table 18 ANOVA Logo is Common Sum of Squares Between Groups Within Groups Total 119.088 220.502 339.590 Df 4 395 399 Mean Square 29.772 .558 F 53.332 Sig. .000

Hypothesis Ho is accept, There is no significant relationship between Employment & color in logo.

H0 7: There is no significant relationship between Age & change in color. H1 7: There is a significant relationship between Age & change in color.

Change in color in logo is attractive dependent Age independent

Table 19 Descriptives Age 95% Confidence Interval for Mean Std. N 18 to 25 26 to 40 41 to 50 51 & above Total 289 106 3 2 400 Mean 3.49 3.56 2.33 3.50 3.50 Deviation 1.028 1.188 1.528 .707 1.076 Std. Error .060 .115 .882 .500 .054 Lower Bound 3.38 3.33 -1.46 -2.85 3.40 Upper Bound 3.61 3.79 6.13 9.85 3.61 Minimum 1 1 1 3 1 Maximum 5 5 4 4 5

Table 20 Test of Homogeneity of Variances Change in color Levene Statistic 1.891 df1 3 df2 396 Sig. .130

Table 21 ANOVA Change in color Sum of Squares Between Groups Within Groups Total 4.428 457.569 461.997 Df 3 396 399 Mean Square 1.476 1.155 F 1.277 Sig. .282

Hypothesis is Rejected Ho There is a significant relationship between Age & change in color.

 Getting improper response from respondent. Lack of awareness of change in brand/logo of AIRTEL Company. Choosing wrong option by respondent in questionnaire, so it leads to wrong research. Lack of time. Less in interested in AIRTEL Company, because of not using its services.

This is mainly because of its business expansion strategy. The company went Global and it has acquired different telecom services across the globe. It has gone for a change in its logo, which was done overnight. The ads also depict the international models now which otherwise were much connected to the Indians initially. There is also criticism and difference of opinions raised among the Indians about the change of logo which finds similarity with other existing service providers. It should have informed the public regarding thisre-branding a little earlier than doing it overnight. As the AIRTEL is endorsing only the foreign models in its Ads, it may adversely effect the brand image. Ad similar to the Ad shown above the Ad with old LOGO and tune, it would have impacted the Indian market positively. India is known for its tradition and culture, so endorsing Indian models, showing Indian roads and buildings could prove to be more effective in the Indian market. It has a new logo, a remixed signature tune and a re-launched ad campaign. This massive investment has been made to create a new global identity for the AIRTEL brand. AIRETL have passed very less time after its rebranding, so it take more time for make good positioning in consumers mind or for well perception. Company has made more advertising regarding to its rebranding to improve awareness in the consumers. Company should have to give promises to its consumers regarding similarity between old & new logo. Somewhere the rebranding is done wrong impact on AIRTEL Companys image. It leads to divert consumers perception towards AIRTELs brand. There is debut on similarity between AIRTEL & VODAFONEs logo, so it badly impact on AIRTELs brand.

BOOK

BOOK-1 NARESH K. MALHOTRA (2009). Marketing Research. New dehli: PRENTICE-HALL OF INDIA

BOOK-2 LEVIN & RUBIN (2005) Statistical for management Dehli: PRENTICE-HALL OF INDIA.

WEBSITE

http://www.Airtel.in

SOFTWARE

SPSS

Change in Logo and Brand Evaluation

Dear Sir/Madam, We the students of V.M.P.I.M. are conducting a market research as a part of MBA Program curriculum. Data will be collected strictly for academic purpose and it will be highly confidential. Kindly extent your co-operation in filling this questionnaire and enable us in doing the research successfully. We do research on Change in Logo and Brand Evaluation.

(1) Gender Male [ (2) Age 18 to 25 [ ] 26 to 40 [ ] 41 to 50 [ ] 51 to above [ ] ] Female [ ]

(3) Current Living Status Married [ (4) Education 10th pass [ ] ] 12th pass [ Ph.D ] Graduate [ ] ] Unmarried [ ]

Post Graduate [

[ ]

(5) What is your employment status? (A) Working full time as employee [ ] (C) Self employee in own business [ (E) Unemployed [ (6) Annual income (Rs) (A) Less than 1, 00,000 [ ] ] (B) 1, 00,001 to 3, 00,000 [ (D) More than 5, 00,000 [ ] ] ] ] (D) Studying [ (F) Retired [ ] ] ] (B) Working part time as employee [

(C) 3, 00,001 to 5, 00,000 [

(7) How many members in your home? 1[ ] 2[ ] 3[ ] 4[ ] 5[ ] Above 5 [ ]

(8) I Know about the Change in Brand & Logo. Yes [ ] No [ ]

(9) I aware about the change in brand & logo of AIRTEL Company. Yes [ ] No [ ]

(10) I like AIRTEL new logo as compare to compare to old logo. Yes [ ] No [ ]

Part B: Change in Logo & Brand Evaluation Kindly tick mark () at the appropriate place. Statement Sr. No. 1 I consider the AIRTEL brand to be good. I consider the logo of AIRTEL is more attractive. I consider the logo as modern. I consider the logo is reflecting the Innovativeness of company I consider myself to be highly loyal to the AIRTEL brand. I keep an open mind toward change in products & services of AIRTEL. I can adapt to changes in products & services without difficulties. I consider the AIRTELs logo is common. Color in logo is attractive and identifiable. The previous logo of AIRTEL was one of the most well-known in the country. Strongly Disagree Neither Agree Strongly Disagree agree agree nor disagree

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