Influence of Logo Transformation on Brand Attitude on the Example of Sberbank

The logo is one of the most important components of the company's brand. The logo is involved in the formation of brand association and allows one to increase brand equity. Researchers identify many factors that influence consumer perception of the brand logo. The relevance of the topic and work is determined by the fact that the logo affects the choice of goods and services, when it changes, there is also a dynamic change in customer preference. Despite the fact that branding is a well-recognized concept in various fields, there is a limited amount of branding research in the banking industry. Since in 2020 Sberbank presented a large-scale renewal of the brand and this transformation was the largest in the history of the credit institution, it seems important to consider the topic of consumers' perception of Sberbank's logo through the prism of the quality of financial services. According to the results, it will be possible to offer recommendations to improve the compliance of the visual brand of Sberbank to the expectations of the target audience. The problem of research, is the lack of knowledge on the topic of studying the impact of the transformation of the logo on the attitude towards the brand of Sberbank as one of the most important ways of communication of the financial institution with consumers. The study was conducted according to the stages of consumers' perception of the Sberbank logo on the characteristics of the quality of financial products and services developed by the author. The methodological basis of the research was analysis and synthesis, systematic approach, induction and deduction, desk research and field marketing research conducted with the use of a survey as a method of collecting primary quantitative data. The theoretical basis of the study are the works of domestic and foreign scientists in the field of marketing and branding, in the field of digital innovation. The present study attempts to obtain the missing information, which is crucial for improving the effectiveness of the transformation of the Sberbank logo. The conclusions are to provide marketers with the tools to create a successful logo that can fulfill the potential of the brand and, as a consequence, maximize the company's profits.