To assess the effectiveness of Kellogg's recent rebrand to Kellanova, the Business Name Evaluator and Logo Test surveys compare the business names and their logos to see which respondents preferred.
Since October 2023, Kellogg has formally traded under its new name, Kellanova. This name combines ‘Kell’ and ’nova,’ the Latin word for new, to articulate the company’s vision as an innovative global snack leader. The renaming also coincided with a new logo, which retains the iconic Kellogg Company ‘K’ while incorporating additional elements for a more modern feel.
To evaluate the effectiveness of these rebranding decisions, two different surveys were conducted using a Logo Test and a Business Name Evaluator respectively.
Logo Test
Respondents rated the Kellogg logo significantly higher than the Kellanova logo across all metrics tested. The most substantial difference was observed in the aspects of likeability and trustworthiness.
Over half of the respondents correctly associated the Kellogg logo with its primary industry, the Consumer Packaged Goods sector, which was twice the association observed for the Kellanova logo. Moreover, respondents reported predominantly positive emotions toward the Kellogg logo, including happiness, contentment, and calmness. In contrast, 57% of respondents expressed confusion in response to the Kellanova logo.
In summary, consumers have found Kellogg’s logo more favourable, with clearer brand associations and more positive emotions, than Kellanova’s. These findings are consistent with Kellanova’s decision to retain the Kellogg’s logo on product packaging.
Business Name Evaluation
In the Business Name Evaluator study, respondents rated the Kellogg logo higher than the Kellanova logo in most standard assessments, including likeability, interestingness, and trustworthiness. However, respondents found Kellanova easier to memorise and perceived it as newer and more distinctive than Kellogg’s.
Regarding company perception, many respondents correctly identified Kellogg’s as a large consumer packaged goods company. In contrast, respondents’ perceptions of Kellanova were more varied.
The findings from the Business Name Evaluator indicate that although the Kellanova name signals innovativeness and uniqueness, it falls short in performance compared to its predecessor, Kellogg.
To sum up, the Kellogg’s name and logo outperform Kellanova across a diverse range of consumer preferences and brand associations.
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