HISTORICAL BRAND DEVELOPMENT IN THE REAL PRACTICE
HISTORICAL BRAND DEVELOPMENT IN THE REAL PRACTICE
Author(s): Anna Diačiková, Karol Čarnogurský, Alena Daňková, Milan Droppa, Jana PitekováSubject(s): Social Sciences, Communication studies, Economic history, Management and complex organizations, Marketing / Advertising, Socio-Economic Research
Published by: Univerzita sv. Cyrila a Metoda v Trnave, Fakulta masmediálnej komunikácie
Keywords: B2B; brand attitude; brand identity; corporate rebranding; organizational change; rebranding;
Summary/Abstract: The paper is a case study, which describes the process concerning the development of a brand of thereal company from Slovakia. Its history starts at the beginning of the 30-ties of the 20-th century. During its longer than 80-year history the company went through essential changes including brand. Its development was radically influenced by changes in political, social and economic state system. The company itself became a successful brand in both domestic and international markets, experienced a few rebranding periods which resulted in the way of integrated marketing communication. Theoretical part of the paper describes the theoretical foundation of the concept of rebranding from world renowned artists. The aim and the addition of the contribution, is to show real adaptation of the selected organization based on changes in the external environment. The paper describes several phases of company rebranding which are characterized by: time period, macrobackground, description of company basic profile, market, brand graphic presentation and other aspects of marketing communication of B2B type typical for individual periods.
Journal: Marketing Identity
- Issue Year: 4/2016
- Issue No: 1/2
- Page Range: 27-37
- Page Count: 11
- Language: English