Rebranding in Russia: from Spectacular to Efficient Measures

Merkulov Sergey Aleksandrovich, Russia

Ребрендинг в России: от эффектного к эффективному - View in Russian

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Abstract:
Rebranding in Russia is becoming a more vivid and widely discussed phenomenon due to several large companies claiming to carry it through. The article describes how to tell rebranding from a simple launch of a new
advertising campaign. The author shows the difference between spectacular and efficient rebranding by the examples of Pochta Rossii (Russia’s Post) and Sberbank (Savings Bank).

Keywords:

advertising campaign, image renewal, logotype change, rebranding, repositioning, restyling
Citation:
Sergey Merkulov (2011). Rebranding in Russia: from Spectacular to Efficient Measures [Rebrending v Rossii: ot effektnogo k effektivnomu]. Russian Journal of Entrepreneurship, 12(5). (in Russian)..


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