Modifying visual brand identifiers: Impact on brand equity

Sports franchises modify their brand identifiers such as logos, colors, and typefaces, for a variety of reasons. These changes can have both positive and negative effects on consumer brand evaluations, either building or eroding existing brand equity. The authors integrate literature from brand equity and aesthetic design and offer a framework for conducting research on the impact of changes in visual brand identifiers on the knowledge that forms the basis for brand equity.