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.
-(Scenario 5-1)Gap's logo had been extremely popular,and most of its customers had recognized and used their products for years.This is an example of .

Question

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.
-(Scenario 5-1)Gap's logo had been extremely popular,and most of its customers had recognized and used their products for years.This is an example of              .

Quizplus · Accepted Answer

Brand loyalty refers to consumers' consistent preference for and purchase of a particular brand over others in the market. The fact that Gap's logo change received such a negative reaction from consumers demonstrates the strong brand loyalty that Gap had developed prior to the attempted change.

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