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Influence of Rebranding Strategy on Brand Attitude

Student: Ulybina Valeriya

Supervisor: Elena Pronkina

Faculty: Faculty of Creative Industries

Educational Programme: Advertising and Public Relations (Bachelor)

Year of Graduation: 2020

This paper is devoted to the influence of rebranding strategy on brand attitude. As part of this study, an evolutionary and revolutionary rebranding strategy is considered with the aim of obtaining and analyzing data indicating a change in consumer relations as a result of corporate changes. The research methodology includes case-study and an online survey. The paper consists of three chapters: the first is devoted to the study of basic concepts and theories regarding rebranding, the second chapter contains an analysis of the context of situations in which corporate rebranding is carried out, as well as the subsequent correlation of the premises that initiate this process, with a combination of changes characteristic of the evolutionary and revolutionary rebranding strategies , the third chapter presents the results of an online survey and key findings. The obtained results can be used as a document of a recommendatory nature, with a list of factors indicating the need to implement an evolutionary and revolutionary rebranding strategy in the process of corporate brand change management. Key words: rebranding, evolutionary strategy, revolutionary strategy, brand attitude

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