Ребрендинг, как одна из стратегий маркетинга

Re-branding as one of the marketing strategies

Alina Kharchenko

MPRA Paper from University Library of Munich, Germany

Abstract: В данной статье рассмотрен ребрендинг, как одна из стратегий маркетинга. Проанализированы теоретические составляющие и примеры, на основе которых автор показывает актуальность использования ребрендинга. Представлена суть стратегии, выявлены сильные и слабые стороны, пути ее применения. This article describes the re-branding as one of the marketing strategies. The theoretical components and examples on the basis of which the author demonstrates the use of the urgency of re-branding. Presented are the strategies identified strengths and weaknesses, the way of its application.

Keywords: ребрендинг; стратегия; бизнес; бренд; логотип; лейбл; название; реклама; целевая аудитория; потребитель; re-branding; strategy; business; brand; logo; label; name; advertising; target audience; the consumer. (search for similar items in EconPapers)
JEL-codes: M31 (search for similar items in EconPapers)
Date: 2016-05-07
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