Restyling in the general concept of brand: importance of brand restyling processes in retail trade

In the 21st century the importance of corporate symbols of producers of goods and services, namely trademarks, logos and other visual components of the brand, is growing. After all, for the consumer, corporate symbols is not only a means of identifying the company, but also an indicator of quality, and a symbol of the company's business reputation. The relevance of the work is that, due to the great importance of the brand in the modern retail sector, the processes of branding, rebranding and restyling become extremely necessary and require study for effective conduct. As a result of the analysis carried out in the work, it is established that the brand should meet the latest market trends, customers' requests, form a favorable image of the company, and also help the target audience to allocate a certain brand among competitors. This is especially important today for retail chains in a crisis, when there is a general decline in consumer activity and a change in consumer behavior.