The Effect of “Solv” Logo Rebranding to Customer-Based Brand Equity of Gojek Indonesia

ABSTRACT : The rapid development of a brand or a company in order to always be able to keep up with the needs of its consumers sometimes make their identity, especially the logo of the brand or the company must be adjusted to keep it in line with the products or services offered, such as Gojek who recently done a logo rebranding from their old logo into a new one called “Solv”. The development of Gojek who initially is an ojek call center service which has now transformed into a Super App that provides 20 services, is making the old Gojek logo that shows sketches of an ojek driver no longer feels right. This research is done to determine whether there is an influence between the “Solv” logo rebranding on customer-based brand equity of Gojek Indonesia. This research was conducted by distributing questionnaires to 105 respondents who were divided into
3 groups of respondents; Gojek application users in Jakarta, Gojek drivers in Jakarta, and Gojek merchants in Jakarta. The results show that there is an influence between “Solv” logo rebranding to customer-based brand equity of Gojek Indonesia by 40.6%.
KEYWORDS : Logo, Rebranding, Customer-Based Brand Equity