Innovations
Vol. 10 (2022), Issue 1, pg(s) 13-16

THEORETICAL PROBLEMS IN INNOVATIONS

The difference between the life cycle of the brand and the life cycle of the product. Rebranding and brand refresh

  • 1 Student of Doctoral Degree, Faculty of Industrial Management, Technical University of Varna, Varna, Bulgaria

Abstract

The main issues are considered in this topic: In this paper is explained the product life cycle model, the brand life cycle model, the comparison between them. The objective of this paper is to present what is brand, brand positioning, the difference between branding and brand refresh, what is branding and what is brand refresh and how to apply it to your image. When you can rebrand or use brand refresh, what is brand strategy and the questions that can be the first step in developing a successful brand strategy.

Keywords

References

  1. http://www.entrepreneur.com/;
  2. Jason Demers, published at https://medium.com/;
  3. https://fabrikbrands.com/, Amazon Service LLC;
  4. https://www.manager.bg/;
  5. Darren Taylor and Mark Schreiber, Rebranding Branding: Branding for the New Millennium, 2017
  6. Johan Debit, Rebranding Design, 2017
  7. Richie Manu, You: Rebranded: Be seen, be heard, get noticed., Williston: Crown House Publishing, 2014.
  8. Laurence Minsky; Ilan Geva, Global brand management: a guide to developing, building & managing an international brand, London: KoganPage, 2019

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