A goodwill is made after a long time and when it has been attained especially in the business field, then you can cash on it but the one thing that you need to take care off is the fact that you do not make any uninformed as well as non-logical decisions that would affect the good will in a negative way and would make you pay for your wrong decisions.
The famous company GAP just did such a thing with a change as well as an implementation of the brand newGAP logo on all of its very products without taking into consideration the user base that it has online and this was the wrong decision that they had to take back now. The Gap as a company has been established since the year of 1960 and since then theGAP logo has been the most widely recognized logo ever. Changing theGAP logo was a decision that needed a full inquiry into what the people as well as now the online social world would pay heed to, but the company made up an ill informed decision without prior thinking and now after introducing the cutting edge GAP logo, had to take their decision back. An announcement that has been made by the company on their very own fan page on Facebook.
In my opinion and I guess you would most definitely agree with me for a fact that the new logo was not worth it and the previous logo is the symbol of pride whoever purchases GAP products.