UDC 677.074
DOI: 10.51409/va2023.03.01.001

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.