Rebranding – new way to ensure a company’s competitiveness by strengthening brand identity: ViA-Medika case

Abstract

This thesis presents the concept of rebranding and brand identity in terms of strengthening a company’s position on the competitive market. Based on the literature and educational review, the thesis paper investigates the concept of rebranding and brand identity by describing the rebranding process and identifying the main driving forces for rebranding. Nowadays, competitors are constantly emerging on the market. Due to the changing market dynamics, companies are forced to react respectively. Rebranding is the process aimed at changing the brand perception in the consumers’ mind, involving the transformation of main brand elements. In order to narrow down the scope of the research, the brand identity is considered as an object of the rebranding pro-cess focusing rather on psychological aspects, than tangible brand attributes. The empirical part of the research is conducted for the selected case-company LLC “ViA-Medika” that operates in the healthcare sector providing medical services. The concurrent mix research method is applied in order to provide holistic and comprehensive results on the respective topic. The primary aim of the thesis is to analyse modern rebranding as a way of reinforcing brand identity and a company’s competitiveness. After analysis of the collected primary and secondary data, the defined research objectives have been reached accordingly. Indeed, rebranding enables companies to regain previous positions and reach the renewed level of development in the result of a strategic decision based on marketing research.