Özet:

Purpose - Branding work is seen as the most important element that differentiates in today's competitive environment. The logo, which is a visible element of the brand and the work towards it, is also very important when addressed in this scope when the brand is preferred and permanent. In the process, many want to strengthen their positions by making logos changes, some of them are positive and some are negative. In this study, the impact of the Converse and Fanta brands on university students that are going to change the logo was tried to be revealed. Method - The research was established on the business department that studied at the Ankara Hacı Bayram Veli University on last-class students. The universe of the study consists of 482 students studying in the last class. The method of data collection is used. The survey included measures consisting of questions about the brand bond, the intention of buying and the logos change. The data collected with the easy sampling method has been analyzed in the SPSS program in order to explain the identified hypotheses. The study took advantage of frequency, t-test, simple regression and correlation analysis. Results - The research finds that a statistically meaningful difference in the attitude and intention of buying against the brand before and after the change of the logo in the Converse brand has not been achieved, while a statistically meaningful difference in the attitude and intention of buying against the brand has not been achieved in terms of the change of the logo and the commitment to the brand. In the Fanta brand, statistically meaningful differences in attitude to the brand are found, but no meaningful differences in terms of the intention of purchase are found, and the logos change affects the commitment to the brand. Debate - Change is a very important phenomenon and concept for business in every field. Especially those who are unconscious of social change and transformation and who are unable to predict this transformation are experiencing difficulties in terms of competitive superiority. Change of logo is one of the important decisions at this point. Thus, when companies make their logos change decisions, they have to pay attention to how much they will impact their target audience’s purchasing intentions and brand liabilities.

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