Ребрендинг як напрям маркетингової стратегії підприємства

Abstract

The study focuses on the rebranding essence, its types and the tools of implementation by the companies in modern market conditions, as well as the reasons, goals and techniques of its realization. The approach to the evaluation of the rebranding effect due to the conditional measures of cost and profit indicators, as well as factors of effective rebranding process have been suggested in this article.