REBRANDING, CZYLI STRATEGIA ZMIANY WIZERUNKU MARKI
REBRANDING AS A MARKETING STRATEGY

Summary/Abstract: Rebranding is a strategy in which a new name, symbol, design or combination of those elements is created for an existing brand with intention of developing a new brand image in the minds of stakeholders. Companies rebrand in order to stay current with the times and differentiate from competitors. The process is usually associated with the change in the company’s strategy and values caused by the internal and/or external factors. Rebranding aims at enhancing, regaining, transferring, and/or recreating the corporate brand equity. It leads to improving the company’s market posi-tion and gaining competitive advantage. The article aims at describing rebranding as a marketing strategy, discussing its costs and benefits, as well as presenting the examples of rebranding implemented by companies in the Polish market.

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