Theory and Practice of Organization Rebranding

In the conditions of current trends of the development of national and world economy, as well as the main directions of the national business development, the issues related to the branding of goods and organizations in the markets become especially important and relevant. The most successful brands...

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Autores principales:	Lysytsia Nadiia M., Prytychenko Tamara I., Kononenko Oksana I., Martynenko Anastasiia O.
Formato:	article
Lenguaje:	EN RU UK
Publicado:	Research Centre of Industrial Problems of Development of NAS of Ukraine 2021
Materias:	brand branding rebranding benchmarking repositioning restyling Business HF5001-6182
Acceso en línea:	https://doaj.org/article/294f6ba6803549e59fa2c768fb0e690d
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spelling	oai:doaj.org-article:294f6ba6803549e59fa2c768fb0e690d2021-11-04T10:20:41ZTheory and Practice of Organization Rebranding10.32983/2222-4459-2021-9-250-2592222-44592311-116Xhttps://doaj.org/article/294f6ba6803549e59fa2c768fb0e690d2021-09-01T00:00:00Zhttps://www.business-inform.net/export_pdf/business-inform-2021-9_0-pages-250_259.pdfhttps://doaj.org/toc/2222-4459https://doaj.org/toc/2311-116XIn the conditions of current trends of the development of national and world economy, as well as the main directions of the national business development, the issues related to the branding of goods and organizations in the markets become especially important and relevant. The most successful brands today are built not only on quality and reliability. The presence of the necessary attributes of the brand is not a condition for a stable position of the company in the market and direct leadership of the brand among competitors. It is generally accepted that the most effective way to ensure stable demand for a product, especially in the presence of many competing products with similar characteristics, is to create a brand. Although the brand has a special impact on customers, it must constantly adapt to changing external conditions to maintain its competitiveness. The aim of this article is to theoretically substantiate and develop practical recommendations for rebranding the organization. The approaches of various scientists to the interpretation of the brand are studied, the essence of branding and rebranding is revealed, the stages of rebranding are analyzed. The organization was rebranded on the example of the Badminton Federation of Kharkiv region (FBKhR). The existing brand of the organization was analyzed according to the model "Wheel of the Brand", benchmarking was performed and the advantages and disadvantages of the organization in comparison with the main competitors were highlighted. The conclusion was made about the need to reposition the brand and change its visual component. The conducted marketing research allowed us to specify the target audience of FBKhR, define the basic motives of playing badminton, expectations from this kind of sport, define clusters of consumers and characterize them. Based on the obtained results, the positioning strategy of FBKhR was specified and the logo of the organization was updated. The recommendations are the basis for the development of a landing page, an Instagram page and a content plan for promoting FBKhR on the Internet.Lysytsia Nadiia M.Prytychenko Tamara I.Kononenko Oksana I.Martynenko Anastasiia O.Research Centre of Industrial Problems of Development of NAS of UkrainearticlebrandbrandingrebrandingbenchmarkingrepositioningrestylingBusinessHF5001-6182ENRUUKBìznes Inform, Vol 9, Iss 524, Pp 250-259 (2021)
institution	DOAJ
collection	DOAJ
language	EN RU UK
topic	brand branding rebranding benchmarking repositioning restyling Business HF5001-6182
spellingShingle	brand branding rebranding benchmarking repositioning restyling Business HF5001-6182 Lysytsia Nadiia M. Prytychenko Tamara I. Kononenko Oksana I. Martynenko Anastasiia O. Theory and Practice of Organization Rebranding
description	In the conditions of current trends of the development of national and world economy, as well as the main directions of the national business development, the issues related to the branding of goods and organizations in the markets become especially important and relevant. The most successful brands today are built not only on quality and reliability. The presence of the necessary attributes of the brand is not a condition for a stable position of the company in the market and direct leadership of the brand among competitors. It is generally accepted that the most effective way to ensure stable demand for a product, especially in the presence of many competing products with similar characteristics, is to create a brand. Although the brand has a special impact on customers, it must constantly adapt to changing external conditions to maintain its competitiveness. The aim of this article is to theoretically substantiate and develop practical recommendations for rebranding the organization. The approaches of various scientists to the interpretation of the brand are studied, the essence of branding and rebranding is revealed, the stages of rebranding are analyzed. The organization was rebranded on the example of the Badminton Federation of Kharkiv region (FBKhR). The existing brand of the organization was analyzed according to the model "Wheel of the Brand", benchmarking was performed and the advantages and disadvantages of the organization in comparison with the main competitors were highlighted. The conclusion was made about the need to reposition the brand and change its visual component. The conducted marketing research allowed us to specify the target audience of FBKhR, define the basic motives of playing badminton, expectations from this kind of sport, define clusters of consumers and characterize them. Based on the obtained results, the positioning strategy of FBKhR was specified and the logo of the organization was updated. The recommendations are the basis for the development of a landing page, an Instagram page and a content plan for promoting FBKhR on the Internet.
format	article
author	Lysytsia Nadiia M. Prytychenko Tamara I. Kononenko Oksana I. Martynenko Anastasiia O.
author_facet	Lysytsia Nadiia M. Prytychenko Tamara I. Kononenko Oksana I. Martynenko Anastasiia O.
author_sort	Lysytsia Nadiia M.
title	Theory and Practice of Organization Rebranding
title_short	Theory and Practice of Organization Rebranding
title_full	Theory and Practice of Organization Rebranding
title_fullStr	Theory and Practice of Organization Rebranding
title_full_unstemmed	Theory and Practice of Organization Rebranding
title_sort	theory and practice of organization rebranding
publisher	Research Centre of Industrial Problems of Development of NAS of Ukraine
publishDate	2021
url	https://doaj.org/article/294f6ba6803549e59fa2c768fb0e690d
work_keys_str_mv	AT lysytsianadiiam theoryandpracticeoforganizationrebranding AT prytychenkotamarai theoryandpracticeoforganizationrebranding AT kononenkooksanai theoryandpracticeoforganizationrebranding AT martynenkoanastasiiao theoryandpracticeoforganizationrebranding
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Theory and Practice of Organization Rebranding

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