The specifics of rebranding in small, medium and large businesses

The trend of brand adjustments of domestic representatives of small, medium and large businesses has become regular. This is closely related to the outright loss of relevance of key attributes, their complete or partial inconsistency with development trends. And if the modifications of a large domestic market are widely covered, studied and analyzed, then the changes of enterprises in the regions attract much less attention, and they are rarely studied. The difference of updating between large, medium and small businesses is analyzed in this research. The essence of the main reasons for the rebranding, restyling, and renaming of companies, research experience and practices of their application, indicating the fact that the initiation of such actions for many enterprises is forced, is also considered. This research will be of interest to marketing specialists, managers of small and medium-sized businesses, students and teachers.