Wehkamp
Wehkamp Brand Asset Research
Case Information
Online department store Wehkamp launched a new autumn campaign. With this new campaign, Wehkamp is focusing on improving its visibility and on its most important category: fashion. To reinforce the focus on women and support Wehkamp’s visibility, the logo has also been updated.
The Challenge
The new logo is bright coral red, appears fresh, and the typeface is rounder, making it more feminine.
Increasing Brand Salience Among Your Target Audience
Wehkamp aims to increase its brand salience with the help of its updated distinctive brand assets (DBAs). DBAs are (meaningless) brand elements that are sensorially perceptible, such as colours, fonts, shapes, and jingles.
With the new logo, colour, and font, Wehkamp wants (potential) customers to have greater mental availability, enabling them to:
- recognise it (faster);
- think of it;
- and ultimately make a purchase sooner.
Prior to the autumn campaign and the logo launch, Wehkamp wanted to check the potential damage risk associated with using the new brand assets.
The Solution
Distinctive Brand Asset Research
Blauw set up a small, short-term, but above all practical and concretely applicable, Distinctive Brand Asset study for this purpose. A quantitative study was conducted among 1000 respondents. This group of respondents was divided into two groups. For one group, we used the current/old style of the logo, while the other group was shown the new style. This allowed us to clearly examine the differences between the old and new brand assets.
Spontaneous Brand Awareness
In the first step of the DBA research, spontaneous brand recognition with the logos was compared.
Implicit Association Test: Colour
Subsequently, we used an Implicit Association Test to investigate the suitability of the DBA ‘colour’. This was done for the Wehkamp brand, and a number of important competitors were also included in this IAT.
Logo Prominence
Here, we looked at how quickly respondents recognised a brand’s logo.
Implicit Association Test: Wordmark
In the final section, another IAT was conducted for the suitability of the wordmark with various characteristics (such as feminine, innovative, quality, fresh, etc.). By presenting both the current and new wordmarks to both groups of respondents, we could determine whether the new wordmark is perceived/experienced differently from the current wordmark.
<span data-metadata=""><span data-buffer="">The Result
Logo Redesign Research Result
Blauw enables companies to set up, execute, and report on DBA research within three weeks. We provide a report with the research results and offer concrete advice on how a company can increase its mental availability.
The more consumers connect the logo, colour, and wordmark with your brand, the greater the chance of creating a mental hook. As mentioned earlier, the new style is somewhat more feminine (the red colour and the round typeface), which perfectly aligns with Wehkamp’s desired direction. Last month, it was announced that the online department store’s turnover is significantly increasing.
In practice.
Want to successfully introduce your new logo, colour, and wordmark?
Let us check your brand assets with your target audience. With a short & quick DBA study, you’ll know if you’re on the right track before launching your new logo.
