Scenario 5-1
As clothing and accessories retailer Gap, Inc.attempted to carry its brand to greater heights, executives felt that a great way to refresh the company's logo would be to change it all together. However, perhaps even quicker than the initial decision to change the logo, the masses reacted so negatively to the change that the company went back on its decision. A number of consumers stated that the new logo looked "cheap, like a crummy PowerPoint presentation," and that was all company executives needed to hear. Gap admitted that the idea of changing the company's logo was probably not the right move nor was it the right time to do so.The company will look for other ways to develop the brand. Clearly, Gap's reaction to consumer sentiments serves as proof that the company cares a great deal about consumer thoughts and opinions.(Iko Han, "Gap's New Logo Proves the Company Knows How to Listen." Cornerline News, October 13, 2010.)
-(Scenario 5-1) Facebook played a large role in Gap reversing its decision to change the company logo. Thousands of users created status updates expressing their distaste for the new logo, and company executives could not overlook the consensus feelings. In this instance, Gap apparently had a strong

Question

Quizplus · Accepted Answer

The reference to Facebook and the thousands of users creating status updates expressing their distaste for the new logo suggest that Gap had a brand community which played a role in their decision to reverse the logo change. A brand community refers to a group of consumers who share a common interest in a particular brand and actively engage with each other and the brand.

Scenario 5-1 As Clothing and Accessories Retailer Gap, Inc.attempted to Carry Its