Abstract

The organizations face to a lack of information for the development and adoption of effective management decisions in modern competitive circumstances. The organizations often use the tools of prediction for elimination of basis business data insufficiency. A high degree of reliability and accuracy of these predictions are based on the process development’s specific patterns knowledge. The purpose of this article is the analysis of rebranding as one of the patterns of product brand promotion. The article exposes such concepts as a product life cycle and brand life cycle. Also authors describe different approaches to the concepts understanding. This article identifies the relationship between these concepts and basis stages of the product life cycle and brand life cycle. The authors paid special attention on the analysis of the concept of pattern. Authors come to the conclusion that the rebranding as pattern bases on objective law of cyclicality economic development and lead to the resumption of brand life cycle on a higher level. This result can be used by a marketing department of an organization. DOI: http://dx.doi.org/10.12731/2218-7405-2013-9-74

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