Is it possible to evaluate rebranding and debranding strategies applied in sports club logos with eye tracking?

Abstract

One of the most effective elements used by brands in communicating with their target audiences is logos. Knowing the impressive power of logos, brands apply some strategies on their logos from time to time to differentiate themselves from their competitors. At this point, one of the preferred strategies is rebranding and the other is debranding. Rebranding is a strategy that aims to reposition in the minds of the target audience and involves radical changes. Debranding is a strategy that expresses the process of simplifying the brand by giving up using its own name. Both strategies are frequently used in brand logos, helping brands renew themselves. However, changes to logos are vital for brands. For this reason, brands should accurately analyze their target audience's expectations before applying changes to their logos. At this point, one of the experimental neuromarketing methods that can be used to determine which logos will be appreciated by the target audience is Eye Tracking.