REBRANDED AS ONE OF THE TOOLS INCREASE COMPETITIVENESS OF THE COMPANY ON THE MARKET

Panova Ekaterina ()
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Panova Ekaterina: Plekhanov Russian University of Economics

Annals of marketing-mba, 2016, vol. 2

Abstract: This article reviews rebranding as the marketing instrument which can be applied when existing brand is irrelevant, unclaimed or it requires full market repositioning. As a result of the rebranding the company can reach a completely new level of its development, so it means that the rebranding will have positive impact on the financial results of the company and its reputation.

Keywords: brand; image; company; competitiveness; marketing; rebranding; reputation; market (search for similar items in EconPapers)
JEL-codes: R3 (search for similar items in EconPapers)
Date: 2016
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Persistent link: https://EconPapers.repec.org/RePEc:mmb:journl:articl_v2_9_16

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