Zhuk E.S., Tasina E.D.Published in:
Russian Journal of Entrepreneurship
– Volume 18, Number 24 (December 2017)

JEL classification: L22, L82, M31

Keywords: audit, brand, entertainment industry, rebranding, repositioning, service


Share:

Abstract:

In modern conditions of glut of goods and services on Russian sectorial markets, application of differentiation strategy is the key method for providing the company’s competitiveness. Branding is the main tool of this strategy. Entrepreneurs are aware of this situation and this fact has significantly changed the views on branding, awareness of the need for brands’ revision and rebranding which provide opportunity to companies to strengthen their positions in the market. The article is devoted to the analysis of the current status of the company’s brand and positioning errors. We suggest the method for identifying the causes of brand insolvency, wrong positioning and identifying the need for rebranding for entertainment company.

Highlights:

- today managers' attempts to use modern branding techniques in business are bitty, illogical and obviously don’t provide positive result. We’ve identified the need to create the method for diagnosing and defining the essence of rebranding and the method for its organizing;
- concentration of entertainment services aimed at different target groups within a single complex, frequency of their use and range of their change by consumers lead to wrong diagnostics of the strategic position of this kind of company and to incorrect development of brand’s conception;
- the authors suggest the method for applied identification of the need for repositioning of the entertainment complex; the method involves the synthesis of methods of marketing research, namely: logical-semantic modeling and strategic analysis through quantitative methods;
- the method for identifying the problem involves the following steps: obtaining basic knowledge about the company, its services and the regional market of entertainment services; overview of the situation, that the leader faces, of his targets, resources and clarifying the issue; revealing the key reasons for the problem;
- the research of the real functioning object demonstrates that the company's brand is a «quasi-brand» and the company must reposition itself in the market for reaching its goals. The company must determine the brand’s positioning conception, create its strategy, and choose the marketing tools for market promotion of the brand.

---

References:
Behringer S. (2016). Product Repositioning in the UK Newspaper Industry Theoretical Economics. (6). 986-999.
Chekmeneva E.V., Gorshkova E.V. (2016). Osobennosti klassifikatsii potrebiteley v marketinge industrii razvlecheniy [Classification of consumers in the marketing of entertainment industry]. The successes of modern science. 3 (11). 72-74. (in Russian).
Choi S. Chan, Coughlan Anne T. (2006). Private label positioning: Quality versus feature differentiation from the national brand Journal of Retailing. (2). 79-93.
Daly A., Moloney D. (2004). Managing Corporate Rebranding Iris. 17 30-36.
Eliseeva Yu.A., Antonova I.M. (2016). Otsenka ekonomicheskogo potentsiala i konkurentosposobnosti predpriyatiy industrii razvlecheniy [Assessment of the economic potential and competitiveness of entertainment companies]. Peterburzhskiy ekonomicheskiy zhurnal. (4). 63-65. (in Russian).
George A. (2006). Brands Rules: When Branding Lore Meets Trademark Law Jbm. (13). 215-218.
Hankinson P., Lomax W. (2006). The Effects of Re-Branding Large UK Charities on Staff Knowledge, Attitudes and Behavior International Journal. 11 193-207.
Kaikati J.G. (2003). Lessons from Accenture’s 3Rs: Rebranding, Restructuring and Repositioning Journal of Product & Brand Management. 12 477-490.
Lambkin M., Muzellec L. (2008). Rebranding in the BankingIindustry Following Mergers and Acquisitions International Journal of Bank Marketing. 26 328-352.
Muzellec L., Doogan M., Lambkin M. (2003). Corporate Rebranding – An Exploratory Review Iris. 31-40.
Novatorov E.V. (2013). Osobennosti pozitsionirovaniya i repozitsionirovaniya v sfere uslug [Characteristics of positioning and repositioning in the service sector]. Marketing uslug. (3). 206-219. (in Russian).
Pismenskaya E.B. (2006). Osobennosti rebrendinga rossiyskikh kompaniy [Characteristics of re-branding of Russian companies]. Marketing and marketing research. (5). 510-516. (in Russian).
Pushkareva D.G. (2014). Rossiyskiy rynok razvlekatelnyh uslug: sostoyanie i perspektivy razvitiya [Russian market of entertaining services: state and prospects of development]. Modern trends in economics and management: a new view. (5). 199. (in Russian).
Sameer S.K. (2012). Strategy and Repositioning the Brand McDonald’s in India International Journal. 2 1-5.
Selezneva T.A., Batina S.I. (2017). Biznes industrii razvlecheniy i sotsialnaya otvetstvennost: evolyutsiya pozitsiy [Business of entertainment industry and social responsibility: evolution of positions]. Biznes i strategii. (2(07)). 51-55. (in Russian).
Starov S.A. (2015). Upravlenie brendom [Brand management] SPb. : Izd-vo «Vysshaya shkola menedzhmenta». (in Russian).
Tan D. (2010). Differentiating between Brand and Trade Mark Singapore: J.Legal.Stud.
Yaroshenko N.N. (2016). Industriya razvlecheniy v sovremennom kulturnom prostranstve Rossii [Entertainment industry in modern cultural space of russia]. Scientific journal «The Bulletin of the Moscow state University of culture and arts». (3(71)). 122-132. (in Russian).
Пашутин С. Эволюция позиционированияКорпоративный менеджмент. (in Russian). Retrieved from http://www.cfin.ru/press/zhuk/2004–3/07.shtml
Рейнгольд Е., Соловьева В. Деньги на игру (инвестиционные стратегии в индустрии развлечений и досуга)Rcb. (in Russian). Retrieved from http://rcb.ru/rcb/2008-09/13865/
Чернов М.В. Политэкономический взгляд на основы дифференциации товаровСовременные исследования социальных проблем. (in Russian). Retrieved from http://www.sisp.nkras.ru