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Rebranding in Russia: from Spectacular to Efficient Measures


Sergey Merkulov
(about the author)

Merkulov Sergey Aleksandrovich –

Published in:
Russian Journal of Entrepreneurship
– № 5-1 / May, 2011



Keywords: advertising campaign, image renewal, logotype change, rebranding, repositioning, restyling


Citation:
Sergey Merkulov (2011). Rebranding in Russia: from Spectacular to Efficient Measures. Russian Journal of Entrepreneurship, 12(5), 80-86. — url: http://bgscience.ru/com/lib/2884


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Abstract:

Rebranding in Russia is becoming a more vivid and widely discussed phenomenon due to several large companies claiming to carry it through. The article describes how to tell rebranding from a simple launch of a new advertising campaign. The author shows the difference between spectacular and efficient rebranding by the examples of Pochta Rossii (Russia’s Post) and Sberbank (Savings Bank).








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