摘要：In the article the authors investigate the essence of rebranding and experience in it by companies in modern market conditions, reasons, tasks, methods of its conducting. The approach to estimation of resultativeness of the rebranding from the point of view of parameters of brands adequacy, power of domination and scale rate is proposed.
关键词：branding; rebranding; renaming; restyling; positioning; mission; adequacy; power of domination; scale rate; efficiency
