Rebranding as a project of changes position of companies on the market

The article considers the mechanism of rebranding as a way of changing the product presented on the market and increasing its importance for consumers. There are considering the reasons for the need for rebranding, the measured parameters and the main stages. Also in the work are examples of companies that managed to conduct both high-quality rebranding and failed. The authors, having studied the rebranding experience of a number of companies, gave recommendations on the specifics of its conduct. The conclusion concludes that the rebranding is important and the results that the firm can achieve by applying this mechanism.