Detail Cantuman

Almost every business in the world needs logo, as the corporate brand. Logos are used to convey the unique identity of the products, services, or organizations. Companies try hard on creating a logo to be successful in generating a representation in the viewers' mind that suits their company's own concept of its image. In the term corporate a logo plays as a language that communicates to consumers, independent of verbal information. Despite that facts, in 2015, Indosat decide to change its long-term used logo into Indosat Ooredoo after the acquisition done by Ooredoo.

The theory used in this study is persuasion theory consist of two models, which are psychodynamic model and socio-cultural model. Furthermore, they will be used in order to measure how the consumers of Indosat Ooredoo perceive both new and old logo in relation with its corporate brand image.

This research implemented a quantitative approach and is an explanative comparative study through an experimental method. The data was collected from online questionnaire (Qualtrics) distributed to the visitors of gerai Indosat Ooredoo Pondok Indah, Jakarta Selatan.

This study's result shows a significant difference between the old and new logo towards corporate brand image. In a more detailed finding, the old logo showed more positive results. Interestingly, that means the old logo is better than the new one.