Abstract

In the article the authors investigate the essence of rebranding and experience in it by companies in modern market conditions, reasons, tasks, methods of its conducting.  The approach to estimation of resultativeness of the rebranding from the point of view of parameters of brands adequacy, power of domination and scale rate is proposed.

Keywords: branding, rebranding, renaming, restyling, positioning, mission, adequacy, power of domination, scale rate, efficiency

Cite as: Makhnusha S. & Oleynik, O. (2011). Rebranding as a way of company long-lasting existence in the market . Marketing and Management of Innovations, 32, 143-150. https://doi.org/10.21272/mmi.2011.3.2-20

This work is licensed under a Creative Commons Attribution 4.0 International License

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