title: Ð Ð°Ð·ÑÐ°Ð±Ð¾ÑÐºÐ° Ð¼ÐµÑÐ¾Ð¿ÑÐ¸ÑÑÐ¸Ð¹ Ð¿Ð¾ ÑÐµÐ±ÑÐµÐ½Ð´Ð¸Ð½Ð³Ñ ÐºÐ¾Ð¼Ð¿Ð°Ð½Ð¸Ð¸ KNK Trade
title: Ð²ÑÐ¿ÑÑÐºÐ½Ð°Ñ ÐºÐ²Ð°Ð»Ð¸ÑÐ¸ÐºÐ°ÑÐ¸Ð¾Ð½Ð½Ð°Ñ ÑÐ°Ð±Ð¾ÑÐ° Ð¼Ð°Ð³Ð¸ÑÑÑÐ°
titleType: Subtitle
title: Development of measures for the rebranding of the company "KNK Trade"
Creators: name: ÐÐ¾Ð½Ð´Ð°ÑÐµÐ½ÐºÐ¾, ÐÐ¸ÑÐ¸Ð»Ð»
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: 2023
Subjects: ÐºÐ¾Ð¼Ð¼ÐµÑÑÐµÑÐºÐ°Ñ Ð¾ÑÐ³Ð°Ð½Ð¸Ð·Ð°ÑÐ¸Ñ
ÑÐµÐ±ÑÐµÐ½Ð´Ð¸Ð½Ð³
Ð±ÑÐµÐ½Ð´
Ð±ÑÐµÐ½Ð´Ð¸Ð½Ð³
Ð¿ÑÐ¾Ð´Ð²Ð¸Ð¶ÐµÐ½Ð¸Ðµ
ÑÐ¸ÑÐ¼ÐµÐ½Ð½ÑÐ¹ ÑÑÐ¸Ð»Ñ
ÐºÐ¾Ð¼Ð¿Ð»ÐµÐºÑ Ð¼ÐµÑÐ¾Ð¿ÑÐ¸ÑÑÐ¸Ð¹
commercial organization
rebranding
brand
branding
promotion
corporate identity
set of events

description: Ð¦ÐµÐ»ÑÑ Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ñ ÑÐ²Ð»ÑÐµÑÑÑ ÑÐµÐ¾ÑÐµÑÐ¸ÑÐµÑÐºÐ°Ñ, Ð¼ÐµÑÐ¾Ð´Ð¸ÑÐµÑÐºÐ°Ñ Ð¸ Ð¿ÑÐ°ÐºÑÐ¸ÑÐµÑÐºÐ°Ñ ÐºÐ¾Ð¼Ð¿Ð»ÐµÐºÑÐ½Ð°Ñ ÑÐ°Ð·ÑÐ°Ð±Ð¾ÑÐºÐ° Ð¼ÐµÑÐ¾Ð¿ÑÐ¸ÑÑÐ¸Ð¹, Ð½Ð°Ð¿ÑÐ°Ð²Ð»ÐµÐ½Ð½ÑÑ Ð½Ð° ÑÐµÐ±ÑÐµÐ½Ð´Ð¸Ð½Ð³ ÐºÐ¾Ð¼Ð¿Ð°Ð½Ð¸Ð¸ Â«KNK TradeÂ». ÐÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ðµ Ð²ÑÐ¿Ð¾Ð»Ð½ÑÐ»Ð¾ÑÑ Ð½Ð° Ð±Ð°Ð·Ðµ ÐºÐ¾Ð¼Ð¼ÐµÑÑÐµÑÐºÐ¾Ð¹ Ð¾ÑÐ³Ð°Ð½Ð¸Ð·Ð°ÑÐ¸Ð¸, ÑÐ°Ð±Ð¾ÑÐ°ÑÑÐµÐ¹ Ð² B2B ÑÐµÐ³Ð¼ÐµÐ½ÑÐµ - ÐºÐ¾Ð¼Ð¿Ð°Ð½Ð¸Ð¸ Â«KNK TradeÂ». ÐÑÐµÐ´Ð¼ÐµÑ Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ñ: Ð¡Ð¿ÐµÑÐ¸ÑÐ¸ÐºÐ° ÑÐµÑÐ½Ð¾Ð»Ð¾Ð³Ð¸Ð¸ ÑÐµÐ±ÑÐµÐ½Ð´Ð¸Ð½Ð³Ð° ÑÐ¸ÑÐ¼ÐµÐ½Ð½Ð¾Ð³Ð¾ ÑÑÐ¸Ð»Ñ ÐºÐ¾Ð¼Ð¿Ð°Ð½Ð¸Ð¸ Â«KNK TradeÂ». ÐÐµÑÐ¾Ð´Ñ Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ñ. Ð¢ÐµÐ¾ÑÐµÑÐ¸ÑÐµÑÐºÐ¸Ðµ Ð¼ÐµÑÐ¾Ð´Ñ Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ñ: ÑÑÐ°Ð²Ð½Ð¸ÑÐµÐ»ÑÐ½ÑÐ¹ Ð°Ð½Ð°Ð»Ð¸Ð·, ÐºÐ»Ð°ÑÑÐ¸ÑÐ¸ÐºÐ°ÑÐ¸Ñ, Ð¿ÑÐ¸ÑÐ¸Ð½Ð½Ð¾- ÑÐ»ÐµÐ´ÑÑÐ²ÐµÐ½Ð½ÑÐ¹ Ð°Ð½Ð°Ð»Ð¸Ð·, ÑÑÑÑÐºÑÑÑÐ½Ð¾-ÑÑÐ½ÐºÑÐ¸Ð¾Ð½Ð°Ð»ÑÐ½ÑÐ¹ Ð°Ð½Ð°Ð»Ð¸Ð·, ÑÐ¾Ð´ÐµÑÐ¶Ð°ÑÐµÐ»ÑÐ½ÑÐ¹ Ð°Ð½Ð°Ð»Ð¸Ð· Ð»Ð¸ÑÐµÑÐ°ÑÑÑÑ Ð¸ Ð½Ð¾ÑÐ¼Ð°ÑÐ¸Ð²Ð½Ð¾-Ð¿ÑÐ°Ð²Ð¾Ð²ÑÑ Ð°ÐºÑÐ¾Ð². Ð¡Ð¿ÐµÑÐ¸ÑÐ¸ÑÐµÑÐºÐ¸Ðµ Ð¼ÐµÑÐ¾Ð´Ñ Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ñ: PEST-Ð°Ð½Ð°Ð»Ð¸Ð·, SWOT-Ð°Ð½Ð°Ð»Ð¸Ð·, Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ðµ ÑÐµÐ»ÐµÐ²Ð¾Ð¹ Ð°ÑÐ´Ð¸ÑÐ¾ÑÐ¸Ð¸, ÐºÐ¾Ð½ÐºÑÑÐµÐ½ÑÐ½ÑÐ¹ Ð°Ð½Ð°Ð»Ð¸Ð·, Ð°Ð½Ð°Ð»Ð¸Ð· ÑÐµÐºÑÑÐµÐ³Ð¾ Ð¿ÑÐ¾Ð´Ð²Ð¸Ð¶ÐµÐ½Ð¸Ñ. ÐÑÐ½Ð¾Ð²Ð½ÑÐµ ÑÐµÐ·ÑÐ»ÑÑÐ°ÑÑ Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ñ. Ð¡ÑÐ¾ÑÐ¼ÑÐ»Ð¸ÑÐ¾Ð²Ð°Ð½Ð¾ Ð¿Ð¾Ð½ÑÑÐ¸Ðµ ÐºÐ¾Ð¼Ð¼ÐµÑÑÐµÑÐºÐ¾Ð¹ Ð¾ÑÐ³Ð°Ð½Ð¸Ð·Ð°ÑÐ¸Ð¸ ÐºÐ°Ðº Ð¾Ð±ÑÐµÐºÑÐ° Ð¿ÑÐ¾Ð´Ð²Ð¸Ð¶ÐµÐ½Ð¸Ñ. ÐÑÐ¾Ð°Ð½Ð°Ð»Ð¸Ð·Ð¸ÑÐ¾Ð²Ð°Ð½Ð° ÑÐµÑÐ½Ð¾Ð»Ð¾Ð³Ð¸Ñ ÑÐµÐ±ÑÐµÐ½Ð´Ð¸Ð½Ð³Ð° ÐºÐ¾Ð¼Ð¼ÐµÑÑÐµÑÐºÐ¾Ð¹ Ð¾ÑÐ³Ð°Ð½Ð¸Ð·Ð°ÑÐ¸Ð¸. Ð Ð°Ð·ÑÐ°Ð±Ð¾ÑÐ°Ð½Ð¾ ÑÐµÐºÐ¾Ð¼ÐµÐ½Ð´Ð°ÑÐ¸Ð¸ ÑÐ¸ÑÐ¼ÐµÐ½Ð½Ð¾Ð³Ð¾ ÑÑÐ¸Ð»Ñ ÐºÐ°Ðº Ð¸Ð½ÑÑÑÑÐ¼ÐµÐ½ÑÐ° Ð¿ÑÐ¾Ð´Ð²Ð¸Ð¶ÐµÐ½Ð¸Ñ ÐºÐ¾Ð¼Ð¼ÐµÑÑÐµÑÐºÐ¾Ð¹ Ð¾ÑÐ³Ð°Ð½Ð¸Ð·Ð°ÑÐ¸Ð¸. ÐÑÐ¾Ð²ÐµÐ´ÐµÐ½Ð¾ Ð¿ÑÐµÐ´ÑÑÐ°Ð²Ð»ÐµÐ½Ð¸Ðµ ÐÐÐ Â«KNK TradeÂ» ÐºÐ°Ðº Ð¿ÑÐµÐ´Ð¿ÑÐ¸ÑÑÐ¸Ñ. ÐÑÐ¾Ð²ÐµÐ´ÐµÐ½ Ð°Ð½Ð°Ð»Ð¸Ð· ÑÐµÐºÑÑÐµÐ³Ð¾ ÑÐ¸ÑÐ¼ÐµÐ½Ð½Ð¾Ð³Ð¾ ÑÑÐ¸Ð»Ñ ÐÐÐ Â«KNK TradeÂ». Ð Ð°Ð·ÑÐ°Ð±Ð¾ÑÐ°Ð½Ð° Ð¸ Ð¿ÑÐµÐ´ÑÑÐ°Ð²Ð»ÐµÐ½Ð° Ð¿ÑÐµÐ·ÐµÐ½ÑÐ°ÑÐ¸Ñ Ð´Ð¸Ð·Ð°Ð¹Ð½-Ð¿ÑÐ¾ÐµÐºÑÐ° ÑÐ¸ÑÐ¼ÐµÐ½Ð½Ð¾Ð³Ð¾ ÑÑÐ¸Ð»Ñ Ð´Ð»Ñ ÐÐÐ Â«KNK TradeÂ». ÐÐ±Ð»Ð°ÑÑÑ Ð¿ÑÐ¸Ð¼ÐµÐ½ÐµÐ½Ð¸Ñ ÑÐµÐ·ÑÐ»ÑÑÐ°ÑÐ¾Ð² ÐÐÐ . ÐÐ¾Ð¼Ð¿Ð°Ð½Ð¸Ð¸ B2B ÑÐµÐ³Ð¼ÐµÐ½ÑÐ°. ÐÐ°ÑÑÐ½Ð¾Ð¹ Ð½Ð¾Ð²Ð¸Ð·Ð½Ð¾Ð¹ Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ñ ÑÐ²Ð»ÑÐµÑÑÑ ÑÐ°Ð·ÑÐ°Ð±Ð¾ÑÐºÐ° ÐºÐ¾Ð¼Ð¿Ð»ÐµÐºÑÐ½Ð¾Ð³Ð¾ Ð¿ÑÐ¾ÐµÐºÑÐ° Ð¼ÐµÑÐ¾Ð¿ÑÐ¸ÑÑÐ¸Ð¹ Ð´Ð»Ñ ÐºÐ¾Ð¼Ð¿Ð°Ð½Ð¸Ð¹, ÑÐ°Ð±Ð¾ÑÐ°ÑÑÐ¸Ñ Ð² B2B ÑÐµÐ³Ð¼ÐµÐ½ÑÐµ, Ð¾ÑÐ½Ð¾Ð²Ð°Ð½Ð½Ð°Ñ Ð½Ð° ÑÐµÐ¾ÑÐµÑÐ¸ÑÐµÑÐºÐ¸Ñ, Ð¼ÐµÑÐ¾Ð´Ð¸ÑÐµÑÐºÐ¸Ñ Ð¸ Ð¿ÑÐ°ÐºÑÐ¸ÑÐµÑÐºÐ¸Ñ ÑÐ»ÐµÐ¼ÐµÐ½ÑÐ°Ñ. ÐÑÐ²Ð¾Ð´Ñ. ÐÐ°Ð´Ð°ÑÐ¸ ÐÐÐ  ÑÐµÑÐµÐ½Ñ, ÑÐµÐ»Ñ Ð´Ð¾ÑÑÐ¸Ð³Ð½ÑÑÐ°, Ð¾Ð¿ÑÐµÐ´ÐµÐ»ÐµÐ½Ð° Ð¾Ð±Ð»Ð°ÑÑÑ Ð¿ÑÐ¸Ð¼ÐµÐ½ÐµÐ½Ð¸Ñ ÑÐµÐ·ÑÐ»ÑÑÐ°ÑÐ¾Ð². ÐÐ¾Ð»ÑÑÐµÐ½Ð½ÑÐµ ÑÐµÐ·ÑÐ»ÑÑÐ°ÑÑ Ð¾Ð±Ð»Ð°Ð´Ð°ÑÑ Ð¿ÑÐ¸Ð·Ð½Ð°ÐºÐ°Ð¼Ð¸ Ð½Ð°ÑÑÐ½Ð¾Ð¹ Ð½Ð¾Ð²Ð¸Ð½Ñ. ÐÐ±Ð¾ÑÐ½Ð¾Ð²Ð°Ð½Ñ Ð¿ÐµÑÑÐ¿ÐµÐºÑÐ¸Ð²Ñ Ð¸ Ð½Ð°Ð¿ÑÐ°Ð²Ð»ÐµÐ½Ð¸Ñ Ð´Ð°Ð»ÑÐ½ÐµÐ¹ÑÐµÐ³Ð¾ Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ñ.
description: The aim of the study theoretical, methodological and practical comprehensive development of activities aimed at rebranding the company "KNK Trade". The research was conducted based on a commercial organization operating in the B2B segment - the company "KNK Trade". Research subject: the specifics of the technology of rebranding the corporate identity of the company "KNK Trade". Research methods: Theoretical research methods: comparative analysis, classification, cause-and-effect analysis, structural-functional analysis, meaningful analysis of literature and regulations. Specific research methods: PEST analysis, SWOT analysis, target audience research, competitive analysis, current promotion analysis. The main results of the study: The concept of a commercial organization as an object of promotion is formulated. The technology of commercial organization rebranding was analyzed. Developed recommendations for corporate identity as a tool for promoting a commercial organization. Presentation of KNK Trade LLC as an enterprise. An analysis of the current corporate identity of KNK Trade LLC was carried out. Developed and presented a corporate identity design project presentation for KNK Trade LLC. Application field: Supply companies operating in the B2B segment. The scientific novelty of the study is the development of a comprehensive project of activities for companies operating in the B2B segment, based on theoretical, methodological and practical elements. Conclusions. The tasks of the WRC have been solved, the goal has been achieved, the scope of the results has been determined. The results obtained have signs of scientific novelty. Prospects and directions for further research are substantiated.