title: Ð ÐµÐ±ÑÐµÐ½Ð´Ð¸Ð½Ð³ ÐºÐ°Ðº Ð¸Ð½ÑÑÑÑÐ¼ÐµÐ½Ñ ÑÐµÐºÐ»Ð°Ð¼Ñ Ð¸ Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³Ð°
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: Rebranding as an advertising and marketing tool
Creators: name: Ð¯ÐºÑÑÐºÐ¾, ÐÑÐ¸Ð½Ð°
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: 2025
Subjects: ÑÐµÐ±ÑÐµÐ½Ð´Ð¸Ð½Ð³
ÐºÐ¾Ð¼Ð¼ÑÐ½Ð¸ÐºÐ°ÑÐ¸Ð¸
ÑÐµÐºÐ»Ð°Ð¼Ð°
ÑÐ²ÑÐ·Ð¸ Ñ Ð¾Ð±ÑÐµÑÑÐ²ÐµÐ½Ð½Ð¾ÑÑÑÑ
Ð±ÑÐµÐ½Ð´
Ð»Ð¾Ð³Ð¾ÑÐ¸Ð¿
rebranding
communications
advertising
public relations
brand
logo

description: Ð Ð´Ð°Ð½Ð½Ð¾Ð¹ ÑÐ°Ð±Ð¾ÑÐµ ÑÐ°ÑÑÐ¼Ð°ÑÑÐ¸Ð²Ð°ÐµÑÑÑ ÑÐµÐ¼Ð° ÑÐµÐ±ÑÐµÐ½Ð´Ð¸Ð½Ð³Ð° ÐºÐ°Ðº Ð·Ð½Ð°ÑÐ¸Ð¼Ð¾Ð³Ð¾ Ð¸Ð½-ÑÑÑÑÐ¼ÐµÐ½ÑÐ° Ð² ÑÑÐµÑÐµ ÑÐµÐºÐ»Ð°Ð¼Ñ Ð¸ Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³Ð°. ÐÑÐ½Ð¾Ð²Ð½ÑÐµ Ð²Ð¾Ð¿ÑÐ¾ÑÑ Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ñ ÑÐ¾ÑÑÐµÐ´Ð¾ÑÐ¾ÑÐµÐ½Ñ Ð½Ð° ÑÐµÐ¾ÑÐµÑÐ¸ÑÐµÑÐºÐ¸Ñ Ð¾ÑÐ½Ð¾Ð²Ð°Ñ ÑÐµÐ±ÑÐµÐ½Ð´Ð¸Ð½Ð³Ð° Ð¸ ÐµÐ³Ð¾ Ð¿ÑÐ°ÐºÑÐ¸ÑÐµÑÐºÐ¾Ð¼ Ð¿ÑÐ¸Ð¼ÐµÐ½ÐµÐ½Ð¸Ð¸ Ð½Ð° Ð¿ÑÐ¸Ð¼ÐµÑÐµ ÐºÐ¾Ð¼Ð¿Ð°Ð½Ð¸Ð¸ ÐÐÐ Â«ÐÐ°Ð½ÑÐ°ÑÐ°Â». Ð¡ÑÑÑÐºÑÑÑÐ° ÑÐ°Ð±Ð¾ÑÑ Ð´ÐµÐ»Ð¸ÑÑÑ Ð½Ð° Ð´Ð²Ðµ Ð¾ÑÐ½Ð¾Ð²Ð½ÑÐµ Ð³Ð»Ð°Ð²Ñ. ÐÐµÑÐ²Ð°Ñ Ð³Ð»Ð°Ð²Ð° Ð¿Ð¾ÑÐ²ÑÑÐµÐ½Ð° ÑÐµÐ¾ÑÐµÑÐ¸ÑÐµÑÐºÐ¸Ð¼ Ð°ÑÐ¿ÐµÐºÑÐ°Ð¼ ÑÐµÐ±ÑÐµÐ½Ð´Ð¸Ð½Ð³Ð°. Ð Ð¿Ð¾Ð´-Ð³Ð»Ð°Ð²Ðµ 1.1 ÑÐ°ÑÐºÑÑÐ²Ð°ÐµÑÑÑ ÑÑÑÐ½Ð¾ÑÑÑ ÑÐµÐ±ÑÐµÐ½Ð´Ð¸Ð½Ð³Ð°, ÐµÐ³Ð¾ Ð·Ð°Ð´Ð°ÑÐ¸ Ð¸ Ð¾ÑÐ½Ð¾Ð²Ð½ÑÐµ ÑÑÐ°Ð¿Ñ ÑÐµÐ°Ð»Ð¸Ð·Ð°ÑÐ¸Ð¸. ÐÐ½Ð°Ð»Ð¸Ð·Ð¸ÑÑÑÑÑÑ Ð¿ÑÐ¸Ð½ÑÐ¸Ð¿Ñ ÐµÐ³Ð¾ ÑÑÐ½ÐºÑÐ¸Ð¾Ð½Ð¸ÑÐ¾Ð²Ð°Ð½Ð¸Ñ Ð² ÑÐ¾Ð²ÑÐµÐ¼ÐµÐ½Ð½Ð¾Ð¼ Ð¼Ð¸ÑÐµ, Ð° ÑÐ°ÐºÐ¶Ðµ Ð¿ÑÐµÐ´ÑÑÐ°Ð²Ð»ÑÐµÑÑÑ Ð¾Ð±Ð¾ÑÐ½Ð¾Ð²Ð°Ð½Ð¸Ðµ Ð°ÐºÑÑÐ°Ð»ÑÐ½Ð¾ÑÑÐ¸ Ð´Ð°Ð½Ð½Ð¾Ð¹ Ð¾Ð±Ð»Ð°ÑÑÐ¸. Ð Ð¿Ð¾Ð´Ð³Ð»Ð°Ð²Ðµ 1.2 ÑÐ°ÑÑÐ¼Ð°ÑÑÐ¸Ð²Ð°ÐµÑÑÑ ÑÐ¾Ð»Ñ ÑÐµÐ±ÑÐµÐ½Ð´Ð¸Ð½Ð³Ð° Ð² ÑÐ¾Ð²ÑÐµÐ¼ÐµÐ½Ð½ÑÑ ÑÑÐ»Ð¾Ð²Ð¸ÑÑ, Ð³Ð´Ðµ Ð¾ÑÐ¾Ð±Ð¾Ðµ Ð²Ð½Ð¸Ð¼Ð°Ð½Ð¸Ðµ ÑÐ´ÐµÐ»ÑÐµÑÑÑ ÐµÐ³Ð¾ Ð¸ÑÐ¿Ð¾Ð»ÑÐ·Ð¾Ð²Ð°Ð½Ð¸Ñ Ð² ÐºÐ°ÑÐµÑÑÐ²Ðµ Ð¸Ð½ÑÑÑÑÐ¼ÐµÐ½ÑÐ° Ð´Ð»Ñ ÑÐ¾Ð·Ð´Ð°Ð½Ð¸Ñ Ð¸ Ð¿Ð¾Ð´Ð´ÐµÑÐ¶Ð°Ð½Ð¸Ñ ÐºÐ¾Ð½ÐºÑÑÐµÐ½ÑÐ¾ÑÐ¿Ð¾ÑÐ¾Ð±Ð½Ð¾ÑÑÐ¸ Ð½Ð° ÑÑÐ½ÐºÐµ. ÐÐ¾Ð´Ð³Ð»Ð°Ð²Ð° 1.3 Ð°Ðº-ÑÐµÐ½ÑÐ¸ÑÑÐµÑ Ð²Ð½Ð¸Ð¼Ð°Ð½Ð¸Ðµ Ð½Ð° Ð¿ÑÐ¾ÐµÐºÑÐ½Ð¾Ð¹ ÑÐ¾ÑÑÐ°Ð²Ð»ÑÑÑÐµÐ¹ ÑÐµÐ±ÑÐµÐ½Ð´Ð¸Ð½Ð³Ð° Ð² ÐºÐ¾Ð¼Ð¿Ð°Ð½Ð¸Ð¸, Ð¿Ð¾Ð´ÑÐµÑÐºÐ¸Ð²Ð°Ñ ÐµÐ³Ð¾ Ð·Ð½Ð°ÑÐ¸Ð¼Ð¾ÑÑÑ Ð´Ð»Ñ ÑÑÑÐ°ÑÐµÐ³Ð¸ÑÐµÑÐºÐ¾Ð³Ð¾ ÑÐ°Ð·Ð²Ð¸ÑÐ¸Ñ Ð±Ð¸Ð·Ð½ÐµÑÐ°. ÐÑÐ¾ÑÐ°Ñ Ð³Ð»Ð°Ð²Ð° Ð¿Ð¾ÑÐ²ÑÑÐµÐ½Ð° Ð°Ð½Ð°Ð»Ð¸Ð·Ñ Ð¸Ð½ÑÑÑÑÐ¼ÐµÐ½ÑÐ¾Ð² ÑÐµÐ±ÑÐµÐ½Ð´Ð¸Ð½Ð³Ð° Ð¸ Ð¾ÑÐµÐ½ÐºÐµ Ð¸Ñ ÑÑÑÐµÐºÑÐ¸Ð²Ð½Ð¾ÑÑÐ¸ Ð² Ð´ÐµÑÑÐµÐ»ÑÐ½Ð¾ÑÑÐ¸ ÐÐÐ Â«ÐÐ°Ð½ÑÐ°ÑÐ°Â». Ð Ð¿Ð¾Ð´Ð³Ð»Ð°Ð²Ðµ 2.1 Ð¿ÑÐµÐ´ÑÑÐ°Ð²Ð»ÐµÐ½Ð° Ð¾Ð±ÑÐ°Ñ ÑÐ°ÑÐ°ÐºÑÐµÑÐ¸ÑÑÐ¸ÐºÐ° ÐºÐ¾Ð¼Ð¿Ð°Ð½Ð¸Ð¸, ÐµÐµ Ð¸ÑÑÐ¾ÑÐ¸Ñ Ð¸ Ð¿Ð¾Ð·Ð¸ÑÐ¸Ð¾Ð½Ð¸ÑÐ¾Ð²Ð°Ð½Ð¸Ðµ Ð½Ð° ÑÑÐ½ÐºÐµ. ÐÐ¾Ð´Ð³Ð»Ð°Ð²Ð° 2.2 Ð²ÐºÐ»ÑÑÐ°ÐµÑ Ð² ÑÐµÐ±Ñ Ð¾ÑÐµÐ½ÐºÑ Ð¸Ð½ÑÑÑÑÐ¼ÐµÐ½ÑÐ¾Ð² ÑÐµÐ±ÑÐµÐ½Ð´Ð¸Ð½Ð³Ð° Ð¸ Ð¸Ñ ÑÑÑÐµÐº-ÑÐ¸Ð²Ð½Ð¾ÑÑÐ¸, Ð¸ÑÐ¿Ð¾Ð»ÑÐ·ÑÐµÐ¼ÑÑ ÐºÐ¾Ð¼Ð¿Ð°Ð½Ð¸ÐµÐ¹. Ð Ð¿Ð¾Ð´Ð³Ð»Ð°Ð²Ðµ 2.3 Ð°Ð½Ð°Ð»Ð¸Ð· ÑÐµÐºÑÑÐµÐ¹ ÑÐµÐºÐ»Ð°Ð¼-Ð½Ð¾Ð¹ Ð¸ PR-Ð´ÐµÑÑÐµÐ»ÑÐ½Ð¾ÑÑÐ¸ ÐºÐ¾Ð¼Ð¿Ð°Ð½Ð¸Ð¸. ÐÐ°ÐºÐ¾Ð½ÐµÑ, Ð² Ð¿Ð¾Ð´Ð³Ð»Ð°Ð²Ðµ 2.4 Ð¿ÑÐµÐ´ÑÑÐ°Ð²Ð»ÐµÐ½Ð° Ð¿ÑÐ¾-ÐµÐºÑÐ½Ð°Ñ ÑÐ°ÑÑÑ Ð¿Ð¾ ÑÐ°Ð·ÑÐ°Ð±Ð¾ÑÐºÐµ Ð½Ð¾Ð²Ð¾Ð³Ð¾ ÑÐ¸ÑÐ¼ÐµÐ½Ð½Ð¾Ð³Ð¾ ÑÑÐ¸Ð»Ñ ÐºÐ¾Ð¼Ð¿Ð°Ð½Ð¸Ð¸. Ð Ð·Ð°ÐºÐ»ÑÑÐµÐ½Ð¸Ð¸ Ð¾Ð±Ð¾Ð±ÑÐ°ÑÑÑÑ ÑÐµÐ·ÑÐ»ÑÑÐ°ÑÑ Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ñ, Ð¿Ð¾Ð´ÑÐµÑÐºÐ¸Ð²Ð°ÐµÑÑÑ Ð²Ð°Ð¶Ð½Ð¾ÑÑÑ ÑÐµÐ±ÑÐµÐ½Ð´Ð¸Ð½Ð³Ð° ÐºÐ°Ðº Ð¸Ð½ÑÑÑÑÐ¼ÐµÐ½ÑÐ° Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³Ð° Ð´Ð»Ñ ÐºÐ¾Ð¼Ð¿Ð°Ð½Ð¸Ð¹.
description: The present work examines the topic of rebranding as a significant tool in the field of advertising and marketing. The main research questions are focused on the theoretical foundations of rebranding and its practical application using the exam-ple of the company LLC âCantataâ. The structure of the work is divided into two main chapters. The first chapter is dedicated to the theoretical aspects of rebranding. Sub-chapter 1.1 reveals the essence of rebranding, its objectives, and the main stages of implementation. The principles of its functioning in the modern world are ana-lyzed, and the relevance of this area is justified. Subchapter 1.2 discusses the role of rebranding in contemporary conditions, with particular attention given to its use as a tool for creating and maintaining competitiveness in the market. Subchapter 1.3 focuses on the project component of rebranding within the company, empha-sizing its importance for the strategic development of the business. The second chapter is devoted to the analysis of rebranding tools and the as-sessment of their effectiveness in the activities of LLC âCantataâ. Subchapter 2.1 provides a general overview of the company, its history, and its market positioning. Subchapter 2.2 includes an evaluation of the rebranding tools and their effective-ness used by the company. Subchapter 2.3 analyzes the current advertising and PR activities of the company. Finally, subchapter 2.4 presents the project section for the development of a new corporate identity for the company. In conclusion, the results of the research are summarized, highlighting the importance of rebranding as a marketing tool for companies.