Marketing Essay Example on Importance of UPS Logo Change

Published: 2019-11-04
Marketing Essay Example on Importance of UPS Logo Change
Type of paper:  Essay
Categories:  Marketing Branding
Pages: 6
Wordcount: 1392 words
12 min read

At the center of every business success lies the unique branding of the firm. Every business would want to be the first choice of every customer in the market (Banerjee 2008). The company logo is part of the brand that would either attract customers to or scare them away from a product (Lee et al. 2007). It is from the good branding that every famous company depends on for their enormous profits (Walsh et al. 2010). United Parcel Service (UPS) has dominated the parcel delivery company for quite some good time since 1907 (James 2013). The company started like any other small business but over time it has come to be one of the biggest companies in the world. Change of the change draws the attention of the potential customers to improvement in the company.

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The company has had a series of distinctive logos that has contributed to its huge success in the market (Punjaisri & Wilson 2007). The very first logo had an Eagle and a Shield with the Eagle featuring while carrying a box across a brown shield. The second logo had only the brown shield with letters UPS printed on it. The change was made as the company started to grow larger (Walsh et al., 2010). It also changed its slogan to Delivery System for Store of Quality giving consumers hope for safety and quality service from the company (Lee et al. 2007). The third logo had the former shield with a package placed on it (Banerjee 2008). It sent a message to the prospective customers of its primary role of parcel delivery. The fourth and the latest logo was introduced in the year 2003. It is a pure brown shield with UPS printed on it giving it a brown look (Ferrell & Fraedrich 2015). The dark brown color on the logo has managed to compete favorably with other companies that use bright colors for their logos (James 2013). The shield has now captured the attention of the whole world making the company withstand competitors.

Promotional Objectives

The UPS logo change has had great positive impacts on the life of the enterprise. The variation of the logo was made to reach the demand of the customers that depend on the company for delivery of various kinds of parcels (Ferrell & Fraedrich 2015). As the company grew bigger and started diversifying its services, it required a different branding that would capture all its services (Walsh et al. 2010). The UPS Company began as a parcel delivery company within the continent but later had to expand its borders (Isobe 2012). Shipping had to be involved hence the Eagle and the package alone could not give a clear outlook of its operation (Punjaisri & Wilson 2007). The dark brown color on the logo appears unique since most companies have moved to bright colors. The new brand gives the client an idea of the kind of product and service they are to expect from the enterprise (Ferrell & Fraedrich 2015).

It is at the time when the company logo is changed when prospective customers get curious of any change in the quality of produce (Ferrell & Fraedrich 2015). The company takes advantage and make more sales as more customers buy goods and services expecting improvement (Banerjee 2008). It is a promotional idea that the business uses to have larger market share since customers always love new things coming in the market.

Message Alteration by UPS Based on Segments Below

A. Shipping Decision Makers

At shipping point, the customers feel secure since their goods placed on the ship with the brown UPS logo (Isobe 2012). It is the trust that they get out of the big name plus the reliability of the company that that further adds to customer satisfaction. In marketing, it is the confidence that every business strives to win from the potential buyer (Lepoutre & Heene 2006). The company has to alter most of its name contents as known by the customers. Paintings on the ship have to change to match the change made on the logo (James 2013). The initial message that the logo had to the potential customers has to be altered at the expense of improving the company productivity.

B. Front Office Decision Makers

It is from the Front-office of every company that most of the crucial information about a company is found (Punjaisri & Wilson 2007). Every change made by the company concerning its services has to be updated in the front office. UPS change of logo came with expansion into new services including information service, supply chain customization, and financial product service (Walsh et al. 2010). The new slogan What Can Brown Do for You gives a clear indication that the company offers more than small parcel delivery as it was in the past (Banerjee 2008). It is confirmed from the video that the firm is taking a new form of marketing strategy including the change of its logo and service diversification.

C. Small Business Decision Makers

Small business decision makers consider the nature of the market before they can make any change in their branding (Lepoutre & Heene 2006). At the starting period, UPS became famous with its unique Eagle logo but had to improve on it to capture shifts in the market production (Walsh et al. 2010). The changes or improvement made on branding should help in keeping loyal customers familiar with the product and services of the company (James 2013). It is a role of the small business decision makers to guide the young business on appropriate changes or adjustment on the companys image.

D. Senior-level Decision Markers

Senior-level decision makers have the greatest challenge in making the decision for a growing business as for the UPS Company that had been on a trend of the logo change (Muller et al. 2013). Changing the logo could either lead the firm to a huge loss or a great achievement depending on the customer reaction (Banerjee 2008). The decision makers have to monitor the current trend in the market for the company before they can make any decision (James 2013). The brown color became cool for the company since it was a change that captured the attention of the whole world making new customers test the new services offered (Lepoutre & Heene 2006).

E. End-customer Decision Maker

The end-consumer of the UPS service would be attracted to the company services depending on the information that they get (James 2013). It is the end-consumer that is the main target of every firm thus UPS has to keep them in mind when making a decision (Shapiro & Nielsen 2013). Change of the logo helps in modifying the perception of the consumer hence research is needed before any change could be done.

In summary, a company logo has a lot to do with the companys success (Punjaisri & Wilson 2007). Making a choice on a logo to take at the start of a business is a great challenge for any growing firm (Banerjee 2008). Changing an already made logo is another problem that big businesses face when they want to make an improvement on their product and services (Walsh et al. 2010). UPS succeeded in changing its logo to a more conventional one, the Brown Shield.


Banerjee, S. (2008). Logo Change: Little Image Touch up or Serious Overhaul! Imperatives and Scanning Parameters. Journal of Marketing & Communication, 4(1).

Ferrell, O. C., & Fraedrich, J. (2015). Business ethics: Ethical decision making & cases. Nelson Education.

Isobe, B. (2012). Does a Change in a Logo Affect the Value of the Brand? The Case of Starbucks.

James, M. L. (2013). Sustainability and integrated reporting: Opportunities and strategies for small and midsize companies. The Entrepreneurial Executive, 18, 17.

Lee, C. P., Lee, G. G., & Lin, H. F. (2007). The role of organizational capabilities in successful e-business implementation. Business Process Management Journal, 13(5), 677-693.

Lepoutre, J., & Heene, A. (2006). Investigating the impact of firm size on small business social responsibility: A critical review. Journal of business ethics, 67(3), 257-273.

Muller, B., Kocher, B., & Crettaz, A. (2013). The effects of visual rejuvenation through brand logos. Journal of Business Research, 66(1), 82-88.

Punjaisri, K., & Wilson, A. (2007). The role of internal branding in the delivery of employee brand promise. Journal of Brand Management, 15(1), 57-70.

Shapiro, S. A., & Nielsen, J. H. (2013). What the blind eye sees: incidental change detection as a source of perceptual fluency. Journal of Consumer Research, 39(6), 1202-1218.

Walsh, M. F., Page Winterich, K., & Mittal, V. (2010). Do logo redesigns help or hurt your brand? The role of brand commitment. Journal of Product & Brand Management, 19(2), 76-84.

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