Brand Asset research Wehkamp

Online department store Wehkamp launched a new fall campaign. With this new campaign, Wehkamp is focusing on improving their visibility and on the most important category: fashion. In order to strengthen the focus on women and support Wehkamp's visibility, the logo has also been renewed.

Challenge

The new logo is bright coral red in color, appears fresh, the font is rounder and therefore more feminine.

Increase Brand Salience among your target audience

Wehkamp wants to increase its brand salience with the help of updated distinctive brand assets (DBAs). DBAs are (meaningless) brand elements that are sensory perceptible, such as colors, font, shape and jingle.

With the new logo, color and font, Wehkamp wants (potential) customers to perceive the company through greater mental availability:

recognize (faster);
thinking about her;
and end up purchasing sooner.

Prior to the fall campaign and logo launch, Wehkamp wanted to check what the risk of detriment would be when using the new brand assets.

Vision

Solution

Distinctive Brand Asset research

Blauw set up a small and short-term, but above all practical and concretely applicable, Distinctive Brand Asset researches for this purpose. A quantitative research was conducted among 1,000 respondents. This group of respondents was divided into two groups. For one group of respondents, we assumed the current/old style of the logo; the other group was shown the new style. That way we could get a good look at the differences between the old and new brand assets.

1. Spontaneous brand awareness

The first step of the DBA study compared spontaneous brand recognition with the logos.

2. Implicit Association Test: color

We then used an Implicit Association Test to examine the appropriateness of the DBA "color. We did this for the Wehkamp brand, but a number of key competitors were also included in this IAT.

3. Eye-catching logo

Here we looked at how quickly respondents recognized a brand logo.

4. Implicit Association Test: word mark

In the final section, an IAT was again conducted for the appropriateness of the wordmark with different characterizations (such as feminine, innovative, quality, fresh, etc.). By presenting both groups of respondents with both the current and new wordmark, we were able to find out whether the new wordmark is perceived/experienced differently from the current wordmark.

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Result

Research result redesign logo

Blauw makes it possible for companies to set up a DBA study in three weeks, conduct it and provide feedback on the results. We provide a report with the study results and concrete advice on how a company can increase its mental availability.

The more consumers connect the logo, color and wordmark with your brand, the greater the chance of a mental hook. As mentioned earlier, the new style is a bit more feminine (the color red and the round font) and that fits exactly with the direction Wehkamp wants to go. Last month it was announced that the online department store's sales are rising sharply.

Introducing your new logo, color and wordmark successfully?

Let us check your brand assets with your target audience. With a short & quick DBA research, you'll know before the launch of your new logo if you're on the right track. Read more here

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