Logotype change and perceived quality

: an analysis of the new EDP brand image

Abstract

EDP, a major Portuguese energy company, recently underwent a rebranding process and unveiled a new logo. The new logo represents a change in the company's visual identity, with the aim of reflecting the evolution of its values and strategic focus on sustainability and innovation. The updated design features a more modern and simplified aesthetic compared to the previous logo, which had a more traditional appearance and was red. In the context of brand strategy, a strong brand identity is very important for establishing a distinctive brand image and improving customers' perception of quality and reliability. Given the importance of these elements for business success, this research aimed to assess the impact of EDP's new logo on perceived brand quality. The study collected opinions from a sample of 242 Portuguese participants to assess how the rebranding influenced the perceived quality of the EDP brand. For this purpose, quantitative methods were used, collected through an online survey. The conclusion is that the change of logo is generally evaluated positively, establishing an association with sustainability and the energy transition. However, it is important to note that a significant proportion of the sample was not fully aware of aspects of the new logo, suggesting the need for marketing efforts to bridge this gap. It was also observed that the brand was already perceived with high levels of perceived quality, positive image, reputation, association with sustainability, quality of service and overall positive opinion. Based on these results, it was clear that the new logo has no impact on perceived quality, since this variable remained at the same high level with both the new and old logos.

Date of Award	30 Jan 2025
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Anna Carolina Boechat Chaves Fernandes (Supervisor)