Osobennosti transformatsii brendbuka pri rebrendinge v usloviiakh ukhoda inostrannykh brendov s rossiiskogo FMCG rynka
Annotation
The article is devoted to the analysis of the impact of the departure of foreign brands from the Russian market on the processes of corporate identity transformation and revision of brand books of companies that have retained operations in the country. The paper examines the key factors that necessitated the adaptation of visual identity, including legal restrictions, the specifics of consumer behavior in the consumer goods market, and the importance of packaging as the main communication tool. The methodological basis of the research is the analysis of theoretical approaches to branding and t...
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