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Ребрендинг, Как Одна Из Стратегий Маркетинга
[Re-branding as one of the marketing strategies]

Author

Listed:
  • Kharchenko, Alina

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.

Suggested Citation

  • Kharchenko, Alina, 2016. "Ребрендинг, Как Одна Из Стратегий Маркетинга [Re-branding as one of the marketing strategies]," MPRA Paper 71159, University Library of Munich, Germany.
    • Handle: RePEc:pra:mprapa:71159
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    File URL: https://mpra.ub.uni-muenchen.de/71159/1/MPRA_paper_71159.pdf
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    More about this item

    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.;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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