CHOOSING REBRANDING STRATEGY

The concepts of rebranding, rebranding strategy were described. Types of strategies for rebranding are based on the following changes: 1) the full range of the brand, that is, its essence, and 2) its individual components, and 3) brand identity, by aiming it at a new target market, etc.When choosing a strategy of rebranding it is recommended to use a modified matrix of brand positioning depending on the focus point of the brand (high quality or low price, product category (e. g. "premium" or "mass") dominanting the market segment) and the relative size of the market share that the brand can capture (higher or low). The following brand position justifying the strategy of rebranding: niche (prestigious) brand, expensive brand, niche (available) brand, available brand were identified. For a niche (prestigious) a brand strategy focusing on new unique selling propositions the brand associated with are recommended. For a niche (affordable) brand there is a strategy changing attributes, focused on costs, refocus expectations. For an expensive brand – a strategy focusing on innovation and competitive advantages through differentiation of product is offered. For affordable brand – a strategy improving customer loyalty through a new emotional content at prices is recommended.