Do logo, name, and format changes matter Examining tennis fans satisfaction with the rebrand of the Davis Cup

Key Points

• The research aims to evaluate how changes in logo, name, and format affect tennis fans' satisfaction with the Davis Cup rebranding.
• Surveys conducted among tennis fans to gauge satisfaction levels post-rebranding.
• Comparative analysis of fan perceptions before and after logo and branding changes.
• Qualitative interviews for deeper insights into consumer opinions.
• Increased satisfaction reported among fans following the rebranding.
• Positive consumer perception linked to new logo and name.
• Fans showed greater engagement and interest in the updated format.