Strategie Rebrandingu - potencjał i bariery

• Autorzy: Barbara Mróz-Gorgoń , Maciej Mitręga

Warianty tytułu

Rebranding Strategies - Enablers and Barriers

• Języki publikacji: PL

Abstrakty

Niniejszy artykuł opiera się na luce teorio-poznawczej, dostrzeżonej w naukach o zarządzaniu, która istnieje przede wszystkim w obszarze marketingu strategicznego i dotyczy potencjału i barier w procesie rebrandingu. Celem niniejszego artykułu jest przedstawienie i analiza głównych potencjalnych możliwości, jak i barier strategii rebrandingu oraz prezentacja opracowanego modelu rebrandingu. Artykuł ma charakter poglądowy i został przygotowany w oparciu o systematyczne studia literatury zarówno krajowej, jak i zagranicznej.(fragment tekstu)

EN

In the era of increased competition, new trends in consumer behavior and abrupt changes in technology businesses take a lot of measures to maintain market position and seek new sources of competitive advantage. In the so-called turbulent environment both theorists and practitioners of marketing are constantly trying to develop new strategies for the brand (branding strategies) in order to increase its value and to form or strengthen the bond between the brand and consumers in such a way as to make it difficult for competitors to imitate. Rebranding means defining the brand image, which can occur at different levels, from the modification of the visual marking of the company (logo, colors, etc.), to change the brand strategy - to transform the concept of positioning the brand in the minds of consumers and other stakeholders organizations. Despite the attempts to understand the existing potential and the barriers scientific achievements presented in literature study, there is no recognition on the impact of the potential enablers and barriers in the rebranding process. The aim of this article is to present and analyse the main enablers and barriers of rebranding strategies. This article, of overview character, is based on cognitive-theoretic gap perceived in management science that exists primarily in the areas of strategic marketing and relates to the potential barriers, and enablers in the process of rebranding. The article is based on literature studies. (original abstract)

Słowa kluczowe

PL

Budowanie świadomości marki; Nauki o zarządzaniu; Strategia marki

EN

Branding; Management sciences; Brand strategy

• Czasopismo: Przedsiębiorczość i Zarządzanie
• Rocznik: 2016
• Numer: t. 17, z. 11, cz. 2 Agile Commerce - stechnologizowane zarządzanie w erze informacji
• Strony: 137--150

Twórcy

autor

Barbara Mróz-Gorgoń

• Uniwersytet Ekonomiczny we Wrocławiu

autor

Maciej Mitręga

• Uniwersytet Ekonomiczny w Katowicach

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