Branding and Rebranding - Grocery Market Perspective

• Autorzy: Barbara Mróz-Gorgoń

Warianty tytułu

Branding i Rebranding na przykładzie rynku spożywczego

• Języki publikacji: EN

Abstrakty

EN

The paper presents problems of branding and rebranding as strategies of brand image creation. The study focused on grocery market as an example. The article aims to analyze branding activities of the grocery market and to identify trends, as well as the reasons for rebranding actions and tactics. Brands host many qualities, some of them spiritual (i.e. values, mission) or virtual (i.e. logo). A change of image is one of the ways to regain or keep competitive advantage. Effective rebranding activities - those positively influencing brand image - must distinguish a brand from competition, increase brand awareness and be conform to company mission and strategy. The article is based on studies of national and foreign literature, as well as on results of authors' own primary studies (questionnaire and focus group interview). (original abstract)

Artykuł przedstawia problematykę związaną z procesem brandingu i rebrandingu jako strategii kreowania wizerunku marki na przykładzie rynku spożywczego. Celem artykułu jest analiza działań brandingowych na rynku spożywczym oraz identyfikacja powodów podjęcia się określonych działań i taktyk rebrandingu. Marka jest ucieleśnieniem wielu atrybutów, niektóre z nich są duchowe (jak np. wartość, misja), inne wizualne (jak np. logo). Zmiana wizerunku jest jednym ze sposobów podtrzymywania lub pozyskiwania przewagi konkurencyjnej. Efektywne działania rebrandingowe - te, które pozytywnie wpływają na wizerunek marki - powinny odróżnić markę na tle konkurencji, powodować wzrost świadomości marki i być spójne z misją i ze strategią marki. Artykuł opracowano na podstawie studium literatury krajowej i zagranicznej oraz wyników badań własnych o charakterze pierwotnym (badanie ankietowe oraz grupy focusowe). (abstrakt oryginalny)

Słowa kluczowe

EN

Branding; Food industry; Identity; Rebranding

PL

Budowanie świadomości marki; Przemysł spożywczy; Tożsamość; Strategia zmiany wizerunku marki

• Czasopismo: Acta Scientiarum Polonorum. Oeconomia
• Rocznik: 15 (2016)
• Numer: nr 4
• Strony: 117--126

Twórcy

autor

Barbara Mróz-Gorgoń

• Uniwersytet Ekonomiczny we Wrocławiu

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