In today’s era, marketers use different strategies to attract customers and make them loyal. Anthropomorphic appearance is a strategic way to portray a brand by giving human characteristics to non-human elements. Many companies upgrade their logo with an anthropomorphic appearance either by logo upgrade or logo change to foster emotional relationships with customers. In line with this phenomenon, the present research aims to understand the effect of logo change or logo upgrades on brand loyalty in the automobile industry. The review identifies past, present, and future logo change or upgrade methods. The present investigation was conducted for a systematic literature review on logo upgradation (Evolutionary branding) or logo changes (Revolutionary branding) in the automobile industry using the PRISMA model based on 25 papers from the database of 2011 to 2024. The study evaluates how anthropomorphic appearance has been conceptualized and operationalized in the automobile context, and from thematic analysis, it identifies research gaps and suggests future explorations. A bibliometric analysis with a network diagram provides a conceptual framework for examining the relationship between anthropomorphic appearance and its underlying causes and consequences.
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