The impact of situational logo design on perceived brand adaptability and attitudes toward older brands

Maintaining market relevance is crucial for older brands to remain competitive. This study examines whether situational logo design, in which brands incorporate visual elements from major festivals and events into their logos, can help older brands remain relevant. Across three experiments, we find that situational logo design enhances perceived brand adaptability, which in turn leads to more favorable brand attitudes. However, this positive effect is attenuated when brand-event fit is low. These findings suggest that situational logo design can serve as an effective strategy for helping older brands remain relevant over time and maintain their competitive advantage.