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Keywords: Logo change
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Teaching Notes
Journal:
Teaching Notes
Teaching Notes (2016) 12 (2): 214–220.
Published: 05 May 2016
... iconic brand, and its struggle to stay relevant. This sets the stage for Gap's rebranding exercise, which included an attempt at changing their iconic logo. This case provides students with the opportunity to learn about brand life cycles and the implications of a logo change for brand equity, brand...
