REBRANDING AS THE BASIS OF A REGIONAL SERVICES NETWORK'S EFFECTIVE FUNCTIONING (THE EXAMPLE OF OOO "ТRANSHIMRESURS")
Abstract
In this article the process of rebranding is considered with the example of a regional company working in the car service system. The article describes the nature of a new model of the company’s brand. Assessment of the new brand's parameters is given along with the brand used before.
About the Authors
I. Yu. Lysenko
Kemerovo State University; OOO "Transhimresurs"
Russian Federation
Igor Yu. Lysenko – post-graduate student at Kemerovo State University; CEO of OOO "Transhimresurs"
Russian Federation
Igor Yu. Lysenko – post-graduate student at Kemerovo State University; CEO of OOO "Transhimresurs"
I. P. Povarich
Kemerovo State University
Russian Federation
Ilya P. Povarich – Doctor of Economics, Head of the Department of Management
Russian Federation
Ilya P. Povarich – Doctor of Economics, Head of the Department of Management
A. V. Starikova
Kemerovo State University
Russian Federation
Anna V. Starikova – Candidate of Economics, Assistant Professor at the Department of Marketing
Russian Federation
Anna V. Starikova – Candidate of Economics, Assistant Professor at the Department of Marketing
References
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2. Лысенко, И. Ю. Маркетинговый проект «Создание сети торгово-сервисных автоцентров «Колесо» в г. Кемерово» / И. Ю. Лысенко, А. С. Комляков // Маркетинг и маркетинговые исследования в России. – 2000. – № 6.
3. Лысенко, И. Ю. О необходимости ребрендинга на рынке сервисных услуг / И. Ю. Лысенко // Торговля в XXI веке: труды VI Международной научно-практической конференции. – Кемерово: КемИ (филиал) РГТЭУ, 2008.
Review
For citations:
Lysenko I.Yu., Povarich I.P., Starikova A.V. REBRANDING AS THE BASIS OF A REGIONAL SERVICES NETWORK'S EFFECTIVE FUNCTIONING (THE EXAMPLE OF OOO "ТRANSHIMRESURS"). SibScript. 2013;(2-1):291-295. (In Russ.)
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