REBRANDING ON THE CONSUMER MARKET

Abstract

Degree of knowledge and researchers in the scientific literature about trademark rebranding is investigated in the article. The place of rebranding in a marketing strategy is analysed. Connection between differentiation, positioning, branding and rebranding is showed. Rebranding is considered as an effective tool of increasing customer loyalty, extension of the target audience, receiving competitive advantages, and as a tool of retaining and strengthening of the company position on the market. Rebranding tasks were identified, as well as the conditions of its application for companies. Developed model of the rebranding process, systematized strategic directions for its implementation. Rebranding features on the consumer market are defined, which understanding is one of the necessary condition for a long-term success of a company on the market.

Keywords

• Ребрендинг
• Бренд
• Диференціація
• Позиціонування
• Репозиціонування
• Рестайлінг
• Ренеймінг