What does rebranding mean and how to do it? A model for successful rebranding of a domestic company (using the example of OJSC MTT).

21.09.2019

Rebranding is an active marketing strategy; includes a set of measures to change the brand (both the company and the product it produces), or its components: name, logo, slogan, visual design, with a change in positioning. Carried out in line with changes in the conceptual ideology of the brand. This implies that the company (product) has undergone quite significant changes. Restyling and brand repositioning are integral parts of the rebranding process.

In what situation is rebranding needed?

There are many reasons for updating the brand:

The brand is outdated.

The most important thing is that the image of the company is a thing of the past, the brand is no longer relevant and does not work as it should. This means the company needs a rebrand. When an old brand stops fulfilling its tasks and becomes boring, it is sent for “repair”.

A competitor has appeared with a more interesting brand.

Also influences general position affairs in the market. Brand renewal is necessary if a new strong competitor has appeared in the business arena.

The brand must perform new tasks.

Another important reason for rebranding is the new goals set for your business, for example, increasing sales. In this case, a reorientation to a new audience with greater consumer potential is necessary.

The company changes or enters a new area of activity.

It happens that a company expands into a new area of activity. For example, your company now produces not only spare parts, but also cars. In this case, rebranding is also needed.

Rebranding tasks

Rebranding is not only about proving that you have reached new level. Another fact is more significant. In any business, it is important not to lose existing customers and adapt to the needs of the target audience, so rebranding is primarily aimed at increasing the loyalty of your consumers. In this situation, a brand update will strengthen your company's position in the market. As a result, authority increases.

Also in the modern world, where the consumer is provided wide choose diverse companies, it is important not to lose your uniqueness. Similarity in corporate colors and logo with another company will reflect poorly on your business. This will be a circumstance that will lead to undesirable consequences. A company that does not have a unique brand quickly becomes overgrown with jokes and parodies.

It is also impossible not to notice that a brand is the company’s attitude towards its consumer. Through the brand, the company shows how important it is to connect with its client; with the help of the brand, the organization itself decides what impression should be created on the consumer.

Rebranding objectives:

strengthening the brand (that is, increasing consumer loyalty);
brand differentiation (strengthening its uniqueness);
increasing the brand’s target audience (attracting new consumers).

Rebranding: stages and features

Setting goals and objectives for rebranding, drawing up technical specifications. At this stage, the project manager and the client discuss the goals of the rebranding and the results they want to achieve. Based on this information, a technical specification is drawn up. All further work will be conducted in accordance with the ToR document.
Market analysis, consumer and competitor research, SWOT and internal audit of the company and brand. The analytical stage involves collecting all the information about the company’s field of activity and the market in which it operates.
Development of basic elements of corporate identity. Based on technical specifications and analytics, designers, marketers and copywriters develop corporate style options: color scheme, fonts, textures, logo textures, etc.
Visualization of 3 design concepts brand elements on main media for greater visibility. The customer has 3 options for a new logo to choose from.
Presentation of concepts and selection by the customer of one of the options, its revision. Minor adjustments to the logo are also possible.
Brand promotion strategy for 1 year for the selected finalist option.

Rebranding concept

Rebranding can be carried out comprehensively and be relevant for all elements of the brand. Individual components of the brand may also undergo transformation. Rebranding may include such items.

Repositioning. Change or change of positioning concept.
Restyling of corporate identity. Changing corporate fonts, colors, or improving an old version.
Packaging redesign. Promotion of a long-familiar product in new attractive, interesting, or unusual packaging; or adding new details to an already well-known brand that do not change, but refresh the already familiar image of the product - specifically for a planned advertising campaign.
Restructuring the brand communications system– development of a brand promotion strategy based on a new brand positioning concept.
Logo rebranding(update, revision or complete redesign of the logo).
Name change – brand name rebranding, firm, trademark, store, enterprise or company (partial renaming of an old name or a completely new name).

Difference from restyling and repositioning

Rebranding differs from restyling in that restyling is unable to permanently improve a brand’s position in the product market and maintain a competitive niche.

And rebranding differs from repositioning in that during the repositioning process it occurs only when it is necessary to analyze competitors and choose more advantageous niches, while other aspects of the company are not transformed.

Top 5 mistakes when rebranding a supermarket or store

Creativity instead of solutions. New brand designs are not born from the designer’s head. All developed elements must correspond to the new philosophy and mission of the company. If the design of a corporate identity or store interior is just a designer’s fantasy, then such a brand will not be remembered, and the resources spent on rebranding will be wasted.
The desire to get by with little blood. Of course, there is always a temptation to save money and entrust rebranding to inexperienced companies or even freelancers. This should not be allowed under any circumstances. Branding agencies differ from freelancers precisely in that they use an integrated approach to work and assemble a team individually for each project. Sometimes it costs a lot of money, but in the end you don’t have to worry about the result.
Lack of launch and promotion plan. They say, good product sells himself. Experience says that this is just a utopia. A well-thought-out promotion campaign is the key to success. And if it is absent, rebranding will have no effect.
Lack of constant communication with performers. It is impossible to carry out rebranding on your own, but this does not mean that all responsibility should be transferred to a branding agency and wait for a miracle. Even the most experienced professionals need constant guidance because... It is the company that is the main carrier of the brand and understands its essence best of all.
The Road to Calvary. The team to work on the project should only consist of great professionals who are interested in rebranding. Otherwise, the whole process of rebranding a store will be like walking through agony. Agreements will be delayed, misunderstandings will develop into conflicts, and meetings will be constantly postponed and postponed.

Rebranding examples

There are many examples of rebranding in world history. And in Russia in recent years, many companies have rebranded. Airlines "Siberia" and "Aeroflot", mobile operators "Beeline" and "MTS", retail chains“Econika” and “Old Man Hottabych”, etc.

The media also do not forget about this important marketing tool. So in 2010, the digital television family of Channel One completed the first stage of rebranding. A restyling of the visual part was carried out, which was supposed to strengthen the associativity of the digital television family with its founder - Channel One, and emphasize the continuity of the channels and their unity within the framework of a powerful brand. The changes primarily affected logos and channel design. As the basis for new laconic logos of Time, Music,

At the House of Cinema and TV Cafe, a unit was taken - the symbol of Channel One and typography: the names of the channels will be spelled out. As before, color remained the main identification element. For the Time channel - blue, for Music First - lilac, for the House of Cinema - red, for Telecafe - burgundy.

The logo of the Digital Television Family itself has also undergone changes. He logically combined the elements of the five channels into a single whole. Thus, the channels received a clearer identification, which was the task of the management of Channel One CJSC. World Wide Web."

Old Spice: deodorant for real men

Problem: Strictly speaking, Old Spice deodorants are no different from any other. But for a number of reasons - perhaps because of the name itself - the young audience considered Old Spice products to be age-old and were in no hurry to buy them. They found the smell sexually unattractive.

Rebranding: Old Spice relied on the charismatic basketball player Isaiah Mustafa. The female audience liked it. In the wake of the popularity of the new hero, the company even released a series of shower gels.

On the plus side, Old Spice didn’t have to change the logo, it was enough to change people’s perception. A young, active and sexually attractive hero and a humorous, reckless delivery were what the brand needed to get rid of the image of “deodorant for old men.”+

Sometimes it is enough to show the target audience a familiar product from a different perspective to revive interest in yourself and increase conversion. Think about what sauce to serve what you do.

Apple as an example of the perfect rebranding

List of examples best logos Can't get by with a bitten apple. Today we think of the Apple logo as “simple, yet stunningly elegant.” But this is not the first version of the Apple logo. What was the logo for this campaign? The logo originally featured Sir Isaac Newton sitting under an apple tree. A little later, the logo was an apple painted in “7 colors of the rainbow.” And finally, the logo evolved into the simple emblem we know and love today.

The experience of redesigning the Apple logo clearly demonstrates what a symbol of any company should be: the logo should be simple, understandable and beautiful. (The history of logo changes, as well as all the ups and downs of this unique company, is described in the biography of Steve Jobs).

Google: a successful rebellion against conventional wisdom

Surprisingly, the Google logo actually openly violates several standard rules of branding and lightweight logo design. He uses colors that seem to "contradict" each other. The letters that make up the brand name cast small shadows, which also goes against all the rules of creating a modern logo. The use of a serif font is also very rare in the graphic embodiments of relatively new and recognizable brands.

However, almost all offers from Google have fantastic branding, and the unusual design of the brand logo only emphasizes its difference from its competitors. In addition, the best logo designers have worked to ensure that the logos of different Google products look very similar to each other, which

helps to consolidate in the minds of the consumer the information that all these – sometimes very different in purpose and functionality – products are produced by the same brand.

Pixar: 'Jumped out of the box' to equal the best

In 1986, one of the first opuses of the Pixar studio, the short film “Luxo, Jr.”, was released. It was this animated film that inspired the creators of the studio's logo: the letter "I" in the word Pixar looks exactly like the cute character of this cartoon - a "living" table lamp named Luxo Jr. An animated version of the logo appears at the beginning and end of most Pixar films, and Pixar fans absolutely adore it. The most important lesson any marketer can learn from reviewing the Pixar logo is that if you first create and then market something that people love and admire, you will be remembered.

Failed examples of rebranding

Animal Planet

The Animal Planet channel has existed with its permanent logo, which depicts an elephant and Earth, already since 1996. And this is understandable, after all, this logo immediately shows how and why the channel is called that. But in 2010, Discovery, the channel's owner, decided to abandon its previous friendly and family-friendly image in favor of a brighter, more impressive design.

And, apparently, there was something so impressive in the new image that it knocked the letter “M” on its side. Why is all this? An illegible but “impressive” logo does not reflect true essence and channel direction.

Tropicana

Tropicana is known for its logo, which features an orange with a straw. It looked juicy and fresh (in the literal sense of the word). The company exchanged its old logo for a new one, which is very difficult to recognize among others on store shelves. Tropicana replaced the brand image with an unremarkable glass of orange juice and placed the name on the side. This is very difficult to read and perceive positively. It would be great if Tropicana kept the idea of satiety and thirst in its new image. The new look of the packaging will not make anyone dream of orange juice. The only original and successful idea in the changed packaging design is the round cap stylized as an orange. It's really witty and resourceful.

Starbucks – embarrassment with the logo

The Starbucks logo has always featured the words “Starbucks Coffee” around an image of a two-tailed mermaid. The inscription helped those who see the company logo for the first time to understand the meaning of Starbucks' activities.

However, in 2011, Starbucks updated their logo - they got rid of the words and left only the mermaid design, apparently hoping that their brand recognition was already strong enough.

However, it seems logical that, no matter how widely known the company is, there will still be people who do not know your brand or brand, and in their minds a two-tailed mermaid is not clearly associated with coffee. The inscription on the Starbucks logo was clearly not out of place.

There are many ways to revive a failing brand. You can improve it, expand the possibilities of using a product or service, find new users, enter new markets, which, however, does not guarantee that the outdated product will not be phased out.

In an environment of constant change in consumer expectations and preferences, the same brand position, embodied in a frozen formula that constantly promises the same thing, is not able to meet them sufficiently for a long time. The stream of competitive offers directed at the consumer is becoming more powerful, and the offers themselves are becoming more diverse and sophisticated. This explains the phenomenon of expanding practice brand repositioning. It changes consumer attitude to a product, service, or company by presenting them in advertising from angles that emphasize new, previously unpresented advantages to consumers over competitors. When a product, service or company presents itself to the market under other brands as radically new and thus eliminates associations with its previous images, this process is called rebranding.

Repositioning and rebranding are mainly used for corporate brands and to a lesser extent typical for goods and services. At the same time, they can also become effective tools for penetrating new consumer segments or new markets.

There are three main types of corporate rebranding. Firstly, reflecting the desire of firms during a merger to maintain fame in the market for the names of the merging parties or to make new names more memorable. This phenomenon is typical for corporations specializing in the fields of consulting, auditing, jurisprudence, and advertising. For example, instead of the corporate brands Price-Waterhouse and Coopers & Lybrandt, PricewaterhouseCoopers appeared.

Secondly, changing names that cause certain undesirable associations, in particular, in new markets. In 1995, the name of the South Korean corporation Lucky GoldStar, which had gained global fame and had existed on the market for almost 40 years, changed, becoming LG Electronics, which was accompanied by a very expensive massive advertising campaign around the world, including Russia. The corporation's managers were not satisfied with its image as a manufacturer of electronic equipment of average quality, while the corporation's strategy was aimed at bringing it to the level and quality standards of the world's leading manufacturers. In addition, the words “Gold” and “Star” were often found among brands of Chinese goods, which in the public consciousness at that time were associated with low quality.

Third, using a mixed method of rebranding. This can happen both in the event of a merger of companies and in the event of a change in their strategy. There are situations when the old name carries positive elements, but, nevertheless, its use in this form is undesirable.

An example is the modification of the British Petroleum brand. This corporation, after merging with Amoco, became BP Amoco. The rebranding was the result of in-depth research and consultation that cost the corporation about $7 million. A new style of corporate identity was created. The advertising campaign that accompanied the rebranding process emphasized not only changes in the corporation's organizational structure, but also its social responsibility. A new meaning was put into the abbreviation BP, which the slogan deciphered as “Beyond Petroleum” (“More than fuel”).

Andersen Consulting Corporation promptly changed its name to Accenture (consonant with the words " accent" – stress, emphasis and "century"- century), which soon helped it absorb the consequences of the scandal associated with the bankruptcy of the energy giant Enron. A corporation with a similar name, Arthur Andersen, was involved.

The negative attitude of the public and the courts forced the Philip Morris Corporation, which is not limited to tobacco products, but also produces food and beer in its divisions General Foods, Kraft Foods, Nabisco, to rename itself Altria Group. Thus, the corporation moved away from its “tobacco” image.

Modern rebranding technologies are also used in Russia, where its technologies often have their own peculiarities. Firstly, the inheritance from pre-perestroika times included overly complex, sometimes unpronounceable names that met the requirements of Soviet legislation, which provided for the presence in them of elements that revealed industry, geographical affiliation, and specific activities: “Obschemashexport”, “Stroibytmontazh”, etc.

Secondly, on initial stages market reforms, Russian enterprises often preferred to pass off their products as foreign ones, the quality of which was considered higher. Later, domestic goods, in particular food, began to be in greater demand. Therefore, the large Russian importer of elite alcoholic beverages Alfa Spirits Group changed its name to the Russian Wine and Vodka Company and began the powerful introduction of the Flagman brand as “originally Russian.”

Thirdly, playing on the patriotism of Russians, manufacturers began to use trade names such as “Prince Vladimir”, “Svyatogor”, “Ivan Kalita”, “Ratibor”, “Monomakh”, “Russian Knights”, etc. But despite the laudable desire to preserve Russian traditions, such names often lack selling power and a clear brand image.

Fourthly, the presence on the market of similar names registered by others forces firms to expand theirs, adding to them the words “plus”, “marketing”, etc.

There are few cases of successful rebranding on the Russian market. However, this direction marketing activities occurs. Thus, the Siberian Aluminum corporation became known as Basic Element, which reflected the diversification of its activities; Bashkreditbank was renamed Uralsib; Tyumenaviatrans was renamed Utair.

The Russian Trust Investment Bank decided to reposition itself and changed its name to Investment Bank "Trust", presenting to the public the ideology and visualization of its new corporate brand.

Trust Bank has declared its purpose – in contrast to the general conservatism of the banking environment, to respond quickly and flexibly to the changes constantly occurring in the world. He is called to “work with change, love change” and thus “always be one step ahead”; implement qualitative changes in your management; constantly help your clients; ensure stability of work with them; encourage innovation.

Accordingly, the following formulas were adopted: philosophy is a leader in an ever-changing and increasingly complex world; the goal is to help clients cope with these changes and make them leaders in their field; values – professionalism, stability, innovation. Associations: the leader himself and his clients are also leaders – always one step ahead.

The new corporate brand image of the bank was supported by quite successful visualization - abstractions symbolizing the constantly changing world, and a successful logo. Counting on foreign partners, the bank presented it as a gateway to Russia (between the stylized letters “T” is the international designation of the country - RUS). In place of frequently used symbols ©, ®, TM is a sign that can be used autonomously in advertising as an identifying element.

Practice shows that efforts to change attitudes towards goods, services or their producers by introducing into the minds of consumers information about their new real or mythologized advantages, undertaken against the backdrop of the boom in mergers and acquisitions that is observed in last decade, does not always bring the desired effect. It turned out that 4/5 of the merged or acquired companies did not receive the expected benefits. One of the main reasons was the inability to transform their brands in the new conditions. Adaptability in their positioning has proven its superiority over sustainability. It has become necessary, based on the dynamics of the market environment, to calculate possible future changes in the position of the brand, which can change its attractiveness not for the better.

The phenomenon of rebranding came into conflict with the classical theory of positioning, which was built on the maximum possible immutability of brands and visual and graphic constants of brands with the aim of their long-term identification and maintaining the appropriate perception in the consumer environment.

The long-term position of a brand is losing its status as an absolute indicator of its advantage and, accordingly, strength in conditions of fierce competition. The focus is now on flexible marketing, requiring a change in the configuration of communications with the market environment. The traditional approach of achieving consistency in consumer perception of brands over the long term has changed. Their functioning within the framework of flexible marketing was predetermined by constant changes in the marketing ecology, as well as new opportunities for marketing goods and services.

Interbrand has developed a methodology for a new approach that ensures long-term positive perception of the brand ideology, based on design and use in advertising and communication activities brand platforms. Its components: philosophy, goals, values.

The Xerox company at one time began to produce wonderful copying machines that occupied a dominant position in the market. When other companies, notably Cannon, entered the market with similar machines, the copies of documents produced by them were, and still are, called “photocopies.” This means that the Xerox brand is primarily associated with copying machines. However, Xerox, which undoubtedly held a leading position in the modern market of office equipment designed for working with information, significantly weakened them, while Cannon strengthened them. Xerox lost sight of the colossal opportunities of this market, and Cannon began to actively introduce its image of a company operating specifically in this market. in this direction, offering consumers a wide range of relevant equipment.

If Xerox specialists had foreseen this course of events and used the approaches that Interbrand now offers, then the Xerox brand platform would hypothetically take on the following form: philosophy – promoting the formation and strengthening of the information society by facilitating work related to the accumulation, updating, analysis and processing of information; the goal is to bring to the market a variety of equipment for these purposes; values – accumulated experience and time-tested quality of Xerox products. Naturally, such an approach, combined with its diversification to meet the needs of the times, would help the company remain a leader. Now it is “catching up” with Cannon, using a new slogan: “Xerox – the Document Company" ("Xerox is a document company", which means that it produces more than just copying machines).

In the processes of repositioning and rebranding, the emotional component is individuality – becomes the most important differentiating characteristic, the competitive advantage of the brand. The degree of its impact on consumers depends on the extent to which this individuality intersects with the properties of the product, service, and the perception of the company that are adequate to consumer preferences and expectations. The impact will be significantly greater if the brand is designed not so much to differentiate itself from its peers, which will last in the market for some period of time, but to, given the dynamics of needs, become a symbol of the best among its competitors in the future.

Complete departure from the company's established positive reputation is associated with significant risks. Therefore, the features of modern branding - increasing the influence of the corporate principle and flexibility in relation to the position of the brand in changing market conditions - now seem to merge into one point. A unified system is being formed that maximizes the effectiveness of the company’s efforts to increase brand strength, called master brand.

A master brand is the name of the manufacturer or the main brand of a product family that serves to guide consumers and is for them a sign of the reliability, high quality and competence of the manufacturer, for example Wimm-Bill-Dann.

As Interbrand's leading expert L. Upshaw defines, "master brands consist of a central set of coherent meanings and messages whose scope extends from the strategic core of a company through its people and partners, enveloping its customers and those beyond the outer perimeter of its influence."

Thus, if previously this term denoted family brands, now its concept is expanding. The master brand becomes an important component of the company's market strategy, not only contributing to the acquisition of the status of a strong brand for its products, but also for the company as a whole.

Upshaw L. Brand creation - a flexible approach // Creation and promotion of brands on the Russian market: technologies of the third millennium. M., 2000. P. 8.

The rebranding algorithm significantly depends on the specific situation in which the customer finds himself, and on the tasks that the updated brand will face.

Before deciding to rebrand, it is necessary to carry out deep Scan Given the current situation, it is possible to turn to the services of third-party organizations that provide these consulting services. During the rebranding process, it is important to take into account that the old brand is not liquidated; rebranding is a qualitative change in the existing brand. Some of the previous brand components are retained. In order to identify how strong changes a brand should undergo during the rebranding process, it is necessary to conduct a set of studies that, on the one hand, will allow us to determine the quantitative role of the positive factors of the existing ideology, and on the other hand, to find the positive properties of the brand from the consumer’s point of view. During rebranding, a thorough study of the market positioning niche is also carried out - consumer motivation, competitive environment and product properties.

The general procedure for exploring rebranding opportunities can be presented as follows:

1.Analysis of development potential using internal resources of the enterprise

It is necessary to identify your own reserves for rebranding (ideas from the marketing department, successful promotions, a report on the study of the company’s target audience, etc.) and evaluate the possibility of their influence on changing the brand.

2. Brand audit:

Assess what the main value of the brand is for customers, incl. potential;

Analyze how the brand corresponds or contradicts the company’s development strategy;

Identify what needs to be done to correct the company’s positioning, form optimal channels for its promotion and solve other problems.

3. Analysis and segmentation of the target audience according to value criteria, search for a new vector of development

Focusing on a specific group of consumers will allow the company to quickly assess the impact of rebranding and, if everything goes well, achieve the best financial results.

4. Analysis financial resources enterprises

The rebranding procedure requires a lot of investment. This is described in more detail in paragraph 1.3.

5. Analysis of the negative features of the brand

These may include negative associations the consumer has with a specific product or service, an unsuccessful logo, color palette, etc.

6. Checking the correctness of the collected data

After a detailed analysis, it is advisable to assemble a focus group - people who belong to the target audience for the consumption of a given product or service and test on them, using marketing research, the reliability of the information obtained during the work on the brand.

After studying the brand’s capabilities, you can begin the rebranding procedure itself, which consists of the following key steps:

1) Marketing audit: the main goal is to understand how much the consumer knows the brand, whether he is loyal to it, what barriers exist to the perception of the brand, to evaluate its image for various target audiences, understand what his weaknesses are and strengths, competitive advantages. Based on marketing research, a decision is made as to whether the brand needs repositioning.
A brand audit must be carried out regularly in order to respond in a timely manner not only to market changes and the attitudes of consumers and clients, but also to changes in the attitude of employees, suppliers, and distributors towards the brand.

2) Brand repositioning: changing its main characteristics and consolidating them in the minds of target audiences.

In practice, there are 4 main repositioning methods:

The first is the identification of new areas of use of the product. Let us illustrate this method with specific example repositioning of the Johnson & Johnson brand. Conducted in 2004 marketing research showed that the main target segment of consumption of these products - mothers with small children - quite often demonstrate a tendency to use children's products for personal hygiene purposes. The company is starting by repositioning one mature product, Johnson & Johnson Baby Body Butter, as a product for the whole family. The pilot repositioning of the oil was so successful in terms of sales growth that in 2005 In a similar way repositioned most of product group.

The second method of repositioning is to give a new functional image to an old product, without the slightest improvement. In 2000, P&G decided to reposition its old brand, which was at the end of its maturity stage - soap

"Ivory". Having analyzed the market and the factors of modern competitiveness of this type of product, namely scent, anti-bacteria and skin care, the company changes the product name “New Ivory Ultra Soft Skin Care Soap”, thereby highlighting new functional properties. In this case, P&G abandoned its traditional strategy of narrow differentiation, where each brand is positioned with a single benefit:

Safeguard - antibacterial soap;

Camay - soap with various scents;

Dove - hand care soap. Thus, by giving a new functional image to an old product, without changing anything about it and by writing “new” on the packaging, the company sells many times more.

The third method of repositioning is a marketing technology that allows, without changing anything in a product, to transfer it from one product category to another. An example is the repositioning of Unilever's iced tea in the UK market from the "tea" category to the "still iced tea-flavored soft drink" category. A “new” product was introduced to the market, which has been characterized by stable sales for several years.

The last method of repositioning is to highlight new properties of the product that were originally included in it, but never paid attention to them. An example of highlighting new properties of a product can be an analysis of the practice of using the new trend Functional Foods, which has appeared in the food industry. The modern consumer wants to see in food products not only the main consumer property, but also a useful additional idea.

Quaker Oats Company - cereal manufacturer instant cooking- recently repositioned the entire product line oatmeal towards additional utility. The new positioning carries the idea of preventing diseases of the cardiovascular system and “caring for the heart muscle.” According to the company, a new perception of products

Quaker led to an 18% increase in sales.

All the examples above demonstrate high efficiency repositioning strategies through professional manipulation of consumer perception and use of current market trends.

3) Restyling of the visual attributes of the brand: changing the color of the logo and other visual attributes accompanying the brand, in accordance with the new positioning and new characteristics of the brand.

Restyling as an update to the external image makes sense if:

Elements of external identification look foreign and do not correspond to the company’s activities

Visual identifiers are difficult to recognize and remember

Elements of visual identification cause unwanted associations

The existing visual solution looks outdated.

4) Internal and external communication: convey to the audience (employees, consumers, competitors, etc.) what characteristics the new brand has.

The result of rebranding may be new or updated elements: positioning; logo; corporate colors; design of style-forming elements; design business documents; corporate design; design of advertising and souvenir products; Web site; brand book; Marketing communications

There are the following types of rebranding:

1. Combining two names into one is the most common method during a merger/acquisition;

2. Changing the name of the company - companies resort to a similar strategy in the event of a change in the positioning concept or development strategy;

3. Mixed type - companies resort to this type of rebranding both in the event of a merger/acquisition and in the event of a change in corporate strategy. The strategy is very common when a company enters foreign markets, choosing as partners stable, but far from the most well-known companies, gradually replacing their brand with our own.

Having found out how the rebranding procedure is carried out and what stages it consists of, let’s move on to the economic side of the issue - how much a brand costs and its repositioning on the market.

Essences and features of the brand. Key elements of brand identity. The main stages of creating and developing a brand. Rebranding. Key elements of rebranding. The main stages of rebranding.

Brand (eng. brand - trademark, trademark) is a term in marketing that symbolizes a complex of information about a company, product or service; popular, easily recognizable and legally protected symbols of a manufacturer or product. The word “brand” comes from the Old Norse “brandr”, which translates as “burn, fire”12.

12 Keller. Kevin Lane Strategic brand management: creation, evaluation and management of brand capital / K. L. Keller - M.: Williams, 2005. - 704 p.

The American Marketing Association defines it as company-centric. It understands a brand as a name, signature, symbol, design, or combination thereof, intended to identify a product or service and differentiate it from competitors. This definition has been criticized more than once in connection with the statement in it of visual abilities as differentiating mechanisms, which, at a minimum, gives an incomplete idea of the mechanism of differentiation. And yet, this definition is very often used.

Bennett (1988) modified this definition by adding “and any other feature” to the above list (“title,” “signature,” etc.). This emphasizes the importance of the moment of differentiation for a brand, as opposed to the exact way in which it is achieved. The method can be any. In a competitive market environment, differentiation, that is, highlighting the exclusive features of a company's product, is extremely important.

When defining through the consumer, the emphasis is on the totality of product properties that satisfy the buyer so much that he is willing to pay money for the product. These properties must be reflected by the brand, regardless of whether they are illusory, rational or emotional. Properties often have deeply subjective origins.

Between the indicated two extreme positions there are many other definitions of a brand, taking into account, to one degree or another, both the moment of differentiation through a trademark and subjective consumer demand. The broadest approach here is demonstrated by Brown, who defines a brand as nothing other than the sum of all the mental connections that are formed between buyers and brand owners. The boundaries between definitions of a brand as added value, as a value system, as an image in the individual mind of the buyer, etc. does not exist. Each researcher concentrates on one of the features that interests him. With this approach, however, it does not work out

as much understanding of what a brand is as discovering various features, characteristics of brands. This is also, of course, important for strategic planning of brand policy, but does not replace the need to seek a common clear definition.

Steely and Ambler (1995) identified two broad philosophical approaches to defining a brand. The first approach – “product-plus” – considers the brand as an additive to the product. The second is characterized by a holistic perspective, the focus of which is on the brand itself. All elements of marketing are combined into integrity with this approach by the company's trademark.

Brand and added value are synonymous concepts. In fact, in marketing the connection between brand and added value is usually recognized, but the relatedness of the concepts does not imply their identity.

The concept of added value came to marketing from economics. The same term is found in accounting. And although the values of added value in all three disciplines are approximately similar, the marketing interpretation has its own characteristics that are often overlooked, and because of this, confusion arises.

The basic definitions of a brand are given either through the owner or the customer. One-sided approaches cannot be considered a virtue. An overall brand definition should include both perspectives.

A brand is a product that is not overgrown with an invented artificial story, but with very specific marketing communications. The value of a brand (Brand Equity) is determined by various indicators, but in general, the overall weight of the “tangle” of well-built and effectively working communications is important. IMCs should not only promote the promotion of goods and services, but also form the entire complex of value and reputational properties of the company that ensure capitalization of this business, and ensure its development. Naturally, companies with a good business reputation and

“established connections” make it easier (cheaper!) to obtain permission (license) for your activities, space for production, and product certificates.

A brand is a mechanism for achieving a competitive advantage for firms through the differentiation of the company's product, and the characteristics that differentiate the brand are precisely those characteristics that provide the customer with benefits for which he agrees to pay. Competitive advantage can be defined in terms of revenue, profit, added value (in the marketing sense of the term) or market share. Consumer benefits can be real or illusory, rational or emotional.

There are two approaches to defining a brand:

– mission and also individual attributes: name, logo and other visual elements (fonts, design, color schemes and symbols) that distinguish the company or product from competitors;

– image, image, reputation of a company, product or service in the eyes of clients, partners, and the public.

It is necessary to distinguish between legal and psychological approaches to understanding a brand. From a legal point of view, only a trademark that identifies the manufacturer of a product and is subject to legal protection is considered. From the point of view of consumer psychology, we are talking about the brand as information stored in the memory of consumers.

The most “legitimate” definition of a brand comes from the American Marketing Association: “a name, term, sign, symbol or design, or a combination thereof, intended to identify the goods or services of one seller or group of sellers, and to differentiate the goods or services from competitors' products or services"13. This is the legal definition adopted in legislation and enforcement in most countries.

It is sometimes believed that other synonyms for such a concept as “brand”

are the concepts of “trademark” or “trademark”. Previously by the term

13 3Newmeyer Marty Brand Breakdown. How to build a bridge between business strategy and creativity / M.

Newmeyer. – M.: Williams, 2006. – 192 p.

“brand” did not denote any trademark, but only a widely known one. Currently, this term is used in the media as a synonym for the term “trademark”, which, according to patent experts, is not entirely correct. From the point of view of trademark practitioners and trademark lawyers, the concepts of “brand” and “branding” are not, strictly speaking, legal concepts, but terms used in the consumer environment to combine the stages of marketing products14. The concept of a brand, according to these authors, is a certain collection of objects

The goal of brand promotion is to create a monopoly in this market segment. For example, many companies sell sparkling water, but only Coca-Cola can sell Coca-Cola. Thus, the action of antitrust regulators is indirectly circumvented.

A world-famous brand surrounded by a set of expectations associated with a product or service that people typically have15.

BusinessWeek regularly publishes the value of 100 leading brands, which are determined jointly with Interbrand. The top three leaders (2002-2007, each worth more than $50 billion) are Coca-Cola, Google and Microsoft. In 2011 - 1st place Apple - $154 billion, 2nd place - Google - $111 billion, 3rd place - IBM.

Since 2005, Interbrand has published a list of the most expensive Russian brands. The top three leaders in 2006 (worth more than 1 billion euros) were Beeline, MTS and Baltika. Interestingly, brands such as

Gazprom or Sberbank were valued lower than, for example, a brand of beer

"Baltika". Clearly, these brands do not evoke unique and positive associations among consumers.

14 Keller. Kevin Lane Strategic brand management: creation, evaluation and management of brand capital / K. L. Keller - M.: Williams, 2005. - 704 p.

15 Aaker, David A. Creating strong brands / D. A. Aaker - M.: Publishing house "Grebennikov", 2007. -

After identifying significant differences between the brand and competitive brands, a brand identity is developed - how consumers should perceive the brand. Brand identity refers to a unique set of characteristics by which consumers distinguish a given brand from its competitors.

Key elements of brand identity:

1. Brand positioning. Determining the position of your brand among various brands in the category in the minds of the target audience. Brand positioning is an integral part of the holistic image (brand), which is formed in the consumer consciousness. The main goal of positioning is to achieve a stable image in the minds of buyers of the brand as the best product for specific conditions. The core elements of brand positioning are condensed into a concise positioning concept.

2. Brand values. Brand identity defines the values of a given brand. Values that are significant to the target audience are selected. At the same time, the combination of values of the brand being developed is unique, so that the created value system is not similar to competitive ones. We find common values for the brand's target audience that unite these people. In this context, the brand becomes a symbol of such values, and a “club” that unites people who support them.

3. Brand personality. It is a unique set of brand characteristics expressed in terms of a person's individual traits. Simply put, brand personality is the set of human characteristics associated with a brand. A brand, just like a person, can be sincere and old-fashioned; energetic and modern; executive and competent. Brand personality enhances the uniqueness of the brand and sets it apart from its competitors.

4. Brand associations. When interacting with a brand, its advertising,

name, visual image, the consumer has various

associations. We set and program those images, feelings and ideas that arise in a person when he perceives various elements of the brand. Brand associations include various hints, subtexts, and double meanings. Various levels of brand associations are associated with its content, individual and social qualities, as well as traditions, customs, mores and archetypes, the so-called brand mythology.

5. The essence of the brand. At this stage, we express the basis of the finished brand identity in one very succinct sentence, focusing on the most important thing. This summary is called the brand essence, and along with the positioning concept, it is one of the two most important brief documents that are used as a guide for brand management. The essence of the brand is the semantic core of all messages, the main idea that permeates all brand communications.

Brands are objects of purchase and sale. To determine the fair market value of a brand, a special assessment is carried out - brand valuation.

Many other concepts are also used, such as brand equity, brand strength, etc. It is necessary to distinguish between the psychological value or strength of the brand (this is “capital in the heads”) and the financial value of the brand - this is an assessment of discounted future cash flows generated by the brand for the enterprise. The brand awareness of companies represented on the Internet and the traffic to their sites (site traffic indicators) are significantly influenced by a well-conducted advertising campaign.

A prerequisite for the successful existence and functioning of a brand is adherence to a common corporate style - the visual and semantic unity of the organization’s image. Elements of corporate identity are: product name, logo, trademark, service mark, company name, corporate colors, slogan, style and colors of workwear for company employees, as well as other objects of intellectual property owned by the organization.

Branding in the narrow sense of promoting trademarks to the market is carried out using printing methods, silk-screen printing, embroidery, embossing, advertising, including in the media.

With a complex concept of a brand - as an image associated with a product, service or company - it is important to take into account all aspects of the formation of such an image. In the process of communication between the provider/manufacturer and the consumer/client, all channels of perception are used - visual, auditory, kinesthetic. Therefore, with a full-fledged integrated approach to branding, they also talk about corporate sound design ( music logo, signature tune), kinesthetic design (aroma signature, aroma marketing, texturing of packaging or small printed products and similar alternative marketing forms).

The highest quality branding – working harmoniously on all channels of communication and perception, with clearly formulated common target associations and consumer reactions.

Increasingly, for effective branding, a character is used that conveys the entire complex of characteristics and associations inherent in the brand. Using a character allows you to work with a brand both on a periodic level (advertising campaign) and on a permanent level (to be included in the brand book along with the logo and name). A character can be a reflection of the brand and its characteristics, or a reflection of the consumer, thereby suggesting desired consumer reactions and associations.

Branding is the process of forming a brand image over a long period through the formation of added value, an emotional or rational “promise” of a brand or a non-branded product, making it more attractive to the end consumer16.

16 Tamberg, Victor Brand: Fighting machine of business /V. Tamberg, A. Badin. – M.: Olimp-business, 2005. – 240 p.

Branding is defined as: creating an image of a product in the buyer’s mind; measures to maintain the reputation, quality, fame and attractiveness of the trademark image; the science of “creating long-term consumer preference for a particular product brand.”

Despite the variety of definitions, branding cannot be considered in isolation from the promotion process, since it is a special case of it. The object of promotion in branding is not the product, but the brand.

Since the products on the market are extremely diverse in their characteristics, purpose, scope and needs, the branding methods used for these products are also completely different. First of all, differences in products determine the choice of whether a product or corporate brand should be created. Corporate brands of distributors are most often found in the consumer goods sector - the company gives the goods its own name, which inspires trust - Marks & Spencer, Sainsbury, Carrefour (in Russia - Littlewoods)

It is necessary to distinguish “branding” from “brand management”, which implies the use of marketing techniques with the aim of increasing the value of a brand for the consumer through changing and correcting its rational or emotional characteristics as applied to a product, product line or brand as a whole to increase its competitiveness and growth sales

From the point of view of the brand owner, the level of brand value for the consumer allows the product to be more competitive or even more expensive compared to a product that does not have special qualities for the buyer. A special subtype of a brand is a generic17 - a product that has a certain generalization as a name, for example, the name of a product or varietal category (“Rice” or “Russian Cheese”).

There are two fundamental principles of branding:

17 Tamberg, Victor Brand: Business fighting machine /V. Tamberg, A. Badin. – M.: Olimp-business, 2005. – 240 p.

– correspondence of market needs to offers provided by market entities - business entities.

– compliance of the quality of products or services offered to the market with the level of expectations and needs of society18.

The popularity of a brand consists of two components: correct positioning and effective promotion.

In order for the promotion of a product to be successful, it is necessary to clearly understand the target audience of its consumers, the features of the product and the unique advantages of the brand.

In practice, when developing a brand, companies resort to traditional technologies consisting of successive two or three steps. Brand – platform – visualization, or brand – platform – brand metaphor – visualization.

Despite a fairly clear understanding of the value of the brand, a strategic approach to its marketing is still extremely difficult due to the lack of defined and universally accepted terminology. It is worth saying that there is not even any general definition of what is hidden behind the concept of a trademark. The relationship between marketing and accounting terms as applied to brand policy is extremely confusing.

Brands are defined depending on the perspective from which the person making the definition observes: the consumer's point of view is different from the point of view of the brand owner. Moreover, brands are defined in terms of their purpose or through their characteristics.

One of those concepts that causes ambiguous explanations.

The following aspects of brand assets are highlighted.

1. What is called brand value is the full value of the brand as a separate asset of the enterprise, which can be sold and included in

18 Pertsia, V. Anatomy of a brand. / V. Pertsiya, L. Mamleeva – M.: Vershina, 2007. – 288 p.

2. Brand strength is a measure of consumer attraction to a particular brand.

3. The image, or description, of the brand - a description of those associations and beliefs,

which the consumer feels towards the brand of the enterprise.

Brand value explicitly relates to the business transaction, while strength and image focus the attention on the consumer. The relationships between the three interpretations of brand assets form a causal chain: the brand image is tailored to the needs of the market and uses the achievements of marketing the product, price, place, etc. It is the image that determines the degree of strength of the brand. The value of a brand, in turn, is determined through its strength.

The efforts of brand policy managers can be assessed accordingly by measuring brand strength and brand value. However, they are aimed, first of all, at creating an appropriate image.

Depending on the task at hand, brand assets can be viewed from these three perspectives. With short-term (non-strategic) planning, assets are quite consistent with the brand value. When strategically planning a brand policy, the manager must defer profit. It will be created later based on the established brand strength. Brand assets are thus not so much the value itself, but rather a “warehouse for profits” that will be received later. It is also possible to associate brand assets with the added value that arises from consumers' associations with the brand name, that is, brand assets correspond to the category of brand image.

One of the main manifestations of high brand assets is the expansion of the brand's sphere of influence. At the same time, the most active expansion of a brand can cause an increase in brand assets and greater resilience of the company in relation to competitive pressure, just as non-aggressive expansion causes the collapse of a brand.

Research by the Comcon-Media company shows a decline in the effectiveness of brands in general, greater sensitivity

buyer to price and service than to image. That is, the brand value in to a greater extent depends not on virtual, image characteristics, but on the quantity

“adherents” of this brand, that is, the number of real and regular channels of interaction with the buyer.

Brand management must be strategic and holistic. It is necessary to focus on creating a brand image, for which all marketing efforts must be combined. In a long-term project, a properly constructed brand image causes an increase in brand strength, which in turn will ensure reliable and stable added value of the product in the future.

Main stages of brand creation and development

1. Goal setting.

– Analysis of the mission of the company or organization

– Determining the place of the brand in the brand architecture of a company or organization

– Determination of the desired state of the brand (qualities, life cycle,

competitive advantages)

– Formulation of measurable brand parameters (KPI)

2. Project planning.

– Analysis of available resources (financial, human, knowledge, etc.)

– Determination of the team of customers, participants and performers

– Defining project timelines

– Identifying other conditions or limiting factors

3. Analysis of the current state of the brand (only for existing brands).

– Brand awareness among the target audience

– Knowledge of the target audience brand

– Attitude towards the brand of the target audience

– Level of brand loyalty

– Determining whether the current state of the brand matches the desired one

4. Analysis of the market situation

– Competitor analysis (product range, target audience, positioning,

promotion methods, pricing)

– Analysis of the intended target audience (characteristics, preferences).

Models of consumer behavior.

– Sales markets (demand, share, dynamics).

5. Formulating the essence of the brand

– Mission, positioning and usefulness of the brand for the target audience

– Individuality: values, associations, traits, competitive advantages

– Brand attributes (name, logo/brand name, character or hero, font,

packaging, etc.)

6. Brand management strategy

– Development of rules for creating marketing materials and description of procedures for brand management (brand book).

– Identification of persons responsible for brand development (brand guardians)

– Development of an action plan for brand promotion (integrated marketing communications)

– Developing a plan and procedures for brand monitoring and performance evaluation

7. Brand promotion - integrated marketing communications

– Comprehensive loyalty programs

8. Brand monitoring and evaluation of the effectiveness of actions

– Monitoring of measurable parameters (KPI) of the brand determined at stage 1

– Comparison of the current state of the brand with the desired one

– Correction of strategy or tactics

Rebranding as a stage of brand management

To rebrand means to revive, update, introduce fresh emotions and ideas into the brand, expand the audience, make it relevant, interesting, and

the main thing is to be effective. It is important to know that as a result of rebranding, the old brand is not completely eliminated. But sometimes rebranding is the creation of a completely new, fresh and emotional brand with updated communication and packaging.

Rebranding is a change in the holistic ideology of a brand, a change in the promise that the brand brings to the consumer. This change entails restyling and repositioning of the brand (change of market positioning, change of name, logo and visual design). This is a large-scale and multi-level process. It is often much easier and less expensive to create a new image for a new brand than to rebrand an old one. Rebranding is necessary in order to:

Strengthen the brand (increase consumer loyalty);

Differentiate the brand (strengthen its uniqueness);

Increase the target audience of the brand (attract new consumers).

If a brand is a unique and attractive brand image for the target audience, based on a certain personal value that is important for this target audience. Accordingly, rebranding is nothing more than a change in image, a change in personal motivating value. And this change must happen in the heads and souls of customers. Of course, a new brand direction based on a new personal value may be foreign to some consumers, but it will attract new ones who were not previously loyal to the brand.

Rebranding does not always require changing brand attributes. But if the attributes contradict or do not correspond to the motivating value embedded in the vector of the new brand, they are also subject to updating (restyling of the logo, interior redesign, revision of the assortment and pricing policy, new advertising strategy).

As a result of rebranding, the brand reaches a new stage of its development: it acquires new qualities and is imbued with new vitality.

This leads to increased loyalty and expansion of the target audience, strengthening the uniqueness or differentiation of the brand, which, as a result, makes the brand more effective.

There are dozens of reasons and factors that result in the need to rebrand a company or a specific product:

– when the existing Brand is outdated, behind the times

– when he stopped performing assigned tasks, or these tasks changed

– when the target audience changes, for example, its geography has expanded or changed

– when they changed market conditions, for example, when a Brand operates in a highly competitive niche and becomes less attractive to consumers against the backdrop of more active competitors

– when the Brand was initially built incorrectly19.

The sequence of implementation of the stages of rebranding largely depends on the situation in which the brand itself is at the time of rebranding and on the tasks that are set for the updated brand.

Main stages of rebranding

Stage 1 – brand audit and development potential analysis

Brand analysis can be very extensive or cover only a specific area - it all depends on the reasons and objectives of the rebranding. However, a brand audit may include:

study of the current state of the brand: identification of strengths and competitive advantages, analysis of Brand attributes (name, logo, slogan, corporate identity, packaging, characters, symbols, etc.), analysis of brand loyalty, brand knowledge, etc.

study of the state and the possibility of influencing the consumer: portrait

19 Access mode - www.profitv.ru/rebranding.html

consumer, analysis of consumer motivation, analysis of consumer properties,

analysis of brand demand, etc.

market analysis: prospects, capacity, competitor analysis, etc.

analysis of the resources of the Company – the owner of the Brand.

Toolkit for the 1st stage of rebranding: expert assessment, in-depth and formalized interviews, field research, analysis of information from open sources, purchasing panel research results, monitoring retail outlets, conducting focus groups.

Stage 2 – choosing a path

Based on the research conducted and the conclusions drawn from them, the most optimal and effective way of rebranding is proposed.

Stage 3 – creating brand attributes

Development of new Brand identity attributes, i.e. those signs by which the new Brand will differ from competitive brands, including its visual components: logo, corporate/corporate style, packaging, corporate and advertising materials, etc.

Stage 4 – testing

At this stage, the developed materials are tested in focus groups.

Rebranding: global changes, not just a design change

Today there are many ways to increase customer loyalty, attract new customers to the pharmacy and thereby reach a new level of development. One of these methods has a fashionable, but not everyone understands, name.

"rebranding". For many, this means changing the logo or corporate colors. Our article will tell you what it really is and whether a pharmacy needs it.

Let's consider situations for rebranding:

1. The promise to the consumer has changed - if yesterday you were selling health, and today you promise the buyer beauty, then you need to rebrand.

2. Changing target audience - new customers may not understand all the benefits of a given brand.

3. The brand becomes uninteresting and unpopular due to the fact that new brands exceed their promises.

4. The brand is losing (or has already lost) its unique characteristics or qualities.

5. The benefit provided by the brand is not unique or attractive to the target audience.

6. The scope of the brand and/or its consumer group is limited or rapidly narrowing.

7. The benefit provided by the company can be received by the consumer through other channels.

An example of unsuccessful rebranding in Russia is the change in the reputation of inexpensive furniture stores “Shatura”. The French consulting companies Wcie and MLC advised to do this. The changes affected corporate colors, interior decoration of stores and assortment. The network began selling upholstered furniture and related products. However, sales grew by only 5\% - against the expected 20\%. Many potential buyers they were simply afraid to go to new beautiful salons, believing that the prices there were prohibitive. What was simply “decent” for a Frenchman was perceived by the Russians as “out of line.” Now Shatura is developing two formats. There are about 20 new salons in Moscow, while in the regions there are mainly shops with the old design.

A typical rebranding mistake is concentrating efforts exclusively on potential customers to the detriment of existing consumers who are loyal to the brand in its old form. A dangerous situation is when rebranding is carried out not because of an objective need, but is a consequence of a change in management (sale, team renewal, change advertising agency). As a result, the number of new consumers becomes comparable to the number of lost ones. The invested funds (and they are

rebranding are very significant) do not lead to a proportional increase in sales or cause them to decrease.

Often rebranding is carried out when a company is at the peak of its development. In this case, this measure is due to the desire to open up additional opportunities for future development for the brand.

The feasibility of rebranding is difficult to determine even for specialists. It is important to understand the main thing - if the benefits provided by the brand remain and the essence of the promise given by the brand does not change, then it is better to simply make a new good advertising campaign.

Rebranding opportunities:

1. Analysis of the development potential using the internal resources of the enterprise: it is necessary to establish where the consumer’s negative attitude towards the brand lies. Perhaps the low level of sales is due to the poor quality of service that you offer to clients, or your pricing policy is aimed at a completely different target audience. In this case, it is worth fixing these errors and not touching the brand. If the information about the brand that you present is insufficient or contradictory, then the consumer cannot create a coherent image from it and the brand does not turn into a brand.

2. Brand audit: find out what the consumer needs in order for your brand to fit harmoniously into their inner world and became a close, understandable and beloved brand. To do this, you need to find out by what criteria the consumer evaluates your brand, what is especially important to him and what brand attributes do not meet his expectations. Then align the attributes with these expectations to ensure consumer acceptance of the brand.

3. Analysis and segmentation of the target audience by value characteristics, search for a new vector: in the case where the brand’s problems are related to motivating value, it is necessary to find a new brand vector (that is, switch the brand to another value of another target audience). In this case, it is important to analyze whether the new vector will be provided with a large number

potential consumers than existing ones.

4. Analysis of the financial resources of the enterprise: like any other buisness process, rebranding will require serious financial investments. Therefore, it is necessary to adequately assess your own strengths. After all, building a new brand vector means entering a new market segment, which is probably already occupied by other players. You will have to break the stereotypes of the target audience, proving that your brand more than others corresponds to the new value that other market participants are already promoting.

5. Analysis of the negative features of the brand: if you decide to rebrand, it means that the old brand carries too much negativity. But even skillfully carried out rebranding will not erase the negative features of the brand from the consumer’s memory at once; it will require additional time and financial costs. Think about it, perhaps it would be more advisable to create a new brand, especially if the old one does not contain anything valuable and positive for the target audience.

For example, once the famous mobile phone manufacturer Nokia was a concern that dealt with almost everything: from rubber boots to television devices. In the early 1990s. The company's business strategy changed and rebranded.

For example, in the Russian telecommunications industry, the most successful can be called the rebranding of the Beeline trademark, and the most radical, but not universally understood and accepted, is the rebranding of MTS.

6. Checking the correctness of the collected data: review all the questions listed above again and answer them again. How strong is the confidence that something can be changed for the better? If you still have a vague idea of your consumer, you can only guess about the reasons why he consumes or does not consume your brand, if there is no clear understanding of the situation and goals, then it is too early to think about rebranding.

And only after that you can engage in strategy, tactics, specific

actions and evaluation of results.

Key elements of rebranding:

Marketing audit – make a decision on brand repositioning. To do this, it is necessary to analyze the consumer’s awareness of the brand, the consumer’s loyalty to the brand, the reasons that prevent the brand from being correctly perceived, evaluate the brand’s image for various target audiences, identify its strengths and weaknesses, and its competitive advantages;

Brand repositioning is a change in the main characteristics of the brand and consolidating them in the minds of the target audience;

Restyling of the visual attributes of the brand - changing the color of the logo and other visual attributes accompanying the brand, in accordance with the new positioning and new characteristics of the brand;

Internal and external communication - must convey to the audience (company employees, consumers, competitors, etc.) the characteristics of the new brand.

Thus, rebranding carried out by professionals allows a company, product or service to reach a new stage of development, adjust and attract the attention of previously unreached customers and strengthen the loyalty of current ones. Rebranding helps bring the brand into line with the current state of the business and the company's plans. Having decided to rebrand, you need to plan activities to change the brand.

 Questions for discussion at the seminar

1. Define “brand”, “branding”, “rebranding”

2. Name the features of the brand.

3. List the core elements of brand identity.

4. Name the main stages of brand creation and development.

5. What are the advantages and disadvantages of the brand.

6. Determine the criteria for the effectiveness of the brand and rebranding.

7. Main stages of rebranding.

8. Basic elements of rebranding.

9. Give examples of the use of branding and rebranding technologies in Russian and foreign companies.

1. Aaker, David A. Creating strong brands / D. A. Aaker – M.:

Publishing house "Grebennikov", 2007. - P. 440 p.

2. Berezin, I. S. Practice of market research / I. S. Berezin. - M.:

Berator-Press, 2003. – 376 p.

3. Golubkov, E. P. Marketing. Dictionary-reference book /E. P. Golubkov. – M.

: Delo, 2001. – 440 p.

4. Kapferer Jean-Noel Brand forever: creation, development, support of brand values / Zh.N. Kapferer - M.: Vershin Publishing House, 2007. - 448 p.

5. Keller. Kevin Lane Strategic Brand Management: Creation,

assessment and management of brand capital /K. L. Keller – M.: Williams, 2005.

6. Kotler, F. Marketing from A to Z: 80 concepts that every manager should know / F. Kotler. – M.: Alpina Publishers, 2010. – 211 p.

7. MBA course in marketing /Alexander Watson Higham; Per. from English –

2nd ed. – M.: Alpina Business Books, 2006. – 717 p.

8. Marketing /Ed. M. Baker. – St. Petersburg. : Peter, 2002. – 1200 p.

9. Marty Newmeyer Brand Breakdown. How to build a bridge between business strategy and creativity / M. Newmeyer. – M.: “Williams”, 2006. – 192 p.

10. Fundamentals of Marketing / G. Armstrong, V. Wong, F. Kotler, J. Saunders.

– 4th European ed. ; Per. from English – M.: LLC “I. D. Williams", 2007. – 1200 p.

11. Pankrukhin, A.P. Marketing: Big Explanatory Dictionary, 2nd ed.

/A.P. Pankrukhin. – M.: Publishing house "Omega-L", 2010. – P. 264

12. Pertsia, V. Anatomy of a brand. /IN. Pertsia, L. Mamleeva – M.:

Vershina, 2007. – 288 p.

13. Slivotsky, A. Marketing at the speed of thought / A. Slivotsky, D.

Morrison. – M.: Publishing house EKSMO-Press, 2002. – 448 p.

14. Strategic marketing: a textbook for universities / R. A. Fatkhutdinov. –

St. Petersburg : Peter, 2003. – 347 p.

15. Tamberg, Victor Brand: Business fighting machine / V. Tamberg, A.

Badin. – M.: “Olympus Business”, 2005. – 240 p.

16. Khrutsky V. E., Korneeva I. V. Modern marketing: a handbook on market research / V. E. Khrutsky, I. V. Korneeva. – M.: Finance and Statistics, 1999. – 528 p.

17. Tsapenko A. M. Trademark in the information technology branding system / A. M. Tsapenko, E. A. Danilina - M.: Information and Publishing Center "Patent", 2007. - P. 64.