UDC 677.074
DOI: 10.51409/v.a.2023.03.01.001
Authors
V. V. Filatov,
Doctor of Economics, Associate Professor,
Professor of the Department of Commerce
and Service, Kosygin Russian State
University (Technology. Design. Art)”,
Russia, Moscow
I. A. Ramazanov,
Doctor of Economics, Associate
Professor, Professor of Marketing and
Advertising Department
Russian Presidential Academy of National
Economy and Public Administration,
Moscow, Russia
S. A. Guseva,
member of the temporary scientific and
practical group, Federal State Educational
Institution “Russian Biotechnological
University”, Russia, Moscow
D. V. Lisovskaya,
member of the temporary scientific and
practical group, Federal State Educational
Institution “Russian Biotechnological
University”, Russia, Moscow
Abstract
The purpose of the work. This article discusses the specifics of industry rebranding as a technology for synchronizing
the image with a new business strategy in modern socio-economic conditions. The urgency of this problem is great, since
a large market share in any field is occupied by brands that have existed for a long time, whose leaders believe that
stability is the best thing that can be in business. Thanks to the high-quality work of image consultants, organizations can
increase their profits by developing their brand in accordance with modern trends, changing and adapting design and
advertising companies to society.
Materials and methods. The article analyzes the successful rebranding projects of Energizer, World Spices, the
AirBnb travel service, the British fashion industry company Burberry, the Moscow beauty salon “Beauty-Room” and the
Russian airline “Siberia”.
Results. Managers of firms need to resort to the help of image makers in order to maintain their place in the market,
increase market share and become better than their competitors.
Conclusion. In the future, this topic will also be relevant in our society, and image consulting will continue to become
one of the most relevant and popular areas in consulting, as the digitalization of society continues to gain momentum
every day.
Keywords
brand, trademark, logo, rebranding, synchronization, image, business strategy.
