Developing a logo is a complicated process; requiring considerable amount
of time and money. Logo has a key importance in presenting brand's aesthetics.
Companies change their logos for different reasons. The aim of this study is to find
out how brand attitude is affected by logo change depending to the level of
consumers' cognitive needs (need for cognition). A well-known cola brand which has
changed its logo recently is selected to be utilizied in order to find out its effect on the
brand attitude. The logo of this brand were used as stimuli and attitude for this new
logo was examined in this study.
In this research, Convenience Sampling method was used to select
respondents(n=87) from students of College of Economics and Administrative
Sciences of Kocaeli University. Both Analysis of Variance and Regression Analysis
were used at the data analyis stage Although, logo evaluation does explain the
brand's attitude in a meaningful way; need for cognition and brand attitude and logo
change were both found not to be statistically significant parameters. In addition, as
per brand attitude, need for cognition with logo evaluations of the respondents does
not show difference.