title: ÐÑÐµÐ½Ð´Ð¸Ð½Ð³ ÐºÐ°Ðº Ð¸Ð½ÑÑÑÑÐ¼ÐµÐ½Ñ Ð¿Ð¾Ð²ÑÑÐµÐ½Ð¸Ñ ÑÑÑÐµÐºÑÐ¸Ð²Ð½Ð¾ÑÑÐ¸ Ð´ÐµÑÑÐµÐ»ÑÐ½Ð¾ÑÑÐ¸ ÐºÐ¾Ð¼Ð¿Ð°Ð½Ð¸Ð¸
title: Ð²ÑÐ¿ÑÑÐºÐ½Ð°Ñ ÐºÐ²Ð°Ð»Ð¸ÑÐ¸ÐºÐ°ÑÐ¸Ð¾Ð½Ð½Ð°Ñ ÑÐ°Ð±Ð¾ÑÐ° Ð±Ð°ÐºÐ°Ð»Ð°Ð²ÑÐ°
titleType: Subtitle
title: Branding as a tool to improve the efficiency of the company
Creators: name: ÐÐ°ÑÑÐµÐ½ÐºÐ¾, ÐÐ²Ð³ÐµÐ½Ð¸Ð¹
Publisher: name: Ð¡Ð°Ð½ÐºÑ-ÐÐµÑÐµÑÐ±ÑÑÐ³ÑÐºÐ¸Ð¹ Ð¿Ð¾Ð»Ð¸ÑÐµÑÐ½Ð¸ÑÐµÑÐºÐ¸Ð¹ ÑÐ½Ð¸Ð²ÐµÑÑÐ¸ÑÐµÑ ÐÐµÑÑÐ° ÐÐµÐ»Ð¸ÐºÐ¾Ð³Ð¾
Year: 2021
Subjects: Ð±ÑÐµÐ½Ð´Ð¸Ð½Ð³
ÑÑÐ½Ð¾Ðº Ð¾Ð±ÑÐµÑÑÐ²ÐµÐ½Ð½Ð¾Ð³Ð¾ Ð¿Ð¸ÑÐ°Ð½Ð¸Ñ
Ð¸Ð½Ð²ÐµÑÑÐ¸ÑÐ¸Ð¸ Ð² Ð±ÑÐµÐ½Ð´
ÑÑÑÐµÐºÑÐ¸Ð²Ð½Ð¾ÑÑÑ Ð±ÑÐµÐ½Ð´Ð¸Ð½Ð³Ð°
Ð¾ÑÐµÐ½ÐºÐ° ÑÑÐ¾Ð¸Ð¼Ð¾ÑÑÐ¸ Ð±ÑÐµÐ½Ð´Ð°
branding
catering market
investment in the brand
the effectiveness of branding
assessment of the brand

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description: The topic of the bachelor's final qualifying work: "Branding as a tool for improving the efficiency of the company (on the example of the Koza Dereza gastropub chain)". The aim of the work is to develop a project for rebranding the Koza Dereza gastropub chain to a higher price segment. Tasks of the work: âFormulate a hypothesis about the economic feasibility of repositioning restaurants in a higher price segment; âTo analyze the market and the price situation of the high segment, to develop a methodology for assessing the "mark-up for the brand" using the price coefficient; âAnalyze the existing weaknesses of the product, the correction of which is required for repositioned in a high segment of thework was performed in the network of gastropubs Koza Dereza, where the author works. Main results of the work:âDeveloped programs to correct the" weak points " of the product for repositioning to a high segment, formulated tasks for departments and estimated budgets; âPreparation for the development of a communication strategy was carried out, the TOR for the PR agency was written, the budget was estimated in advance; âThe economic efficiency of the project is shown,the return on investment in rebranding is estimated.The practical significance of the work is determined,by the possibility of implementing the rebranding project, which began to be implemented in the campaign from the 1st quarter of 2021.