Control Mechanism of Increasing Economic Efficiency of Corporate Re-branding

Abstract

The subject of the article is forming a control mechanism, methods and tools to implement corporate re-branding programmes (as well as other economic entities); the object of the article is organization re-branding; the purpose of the research is increasing economic efficiency of a re-branding control mechanism as a marketing tool of corporations; to achieve it, the following objectives are set: research and revelation of the organization re-branding functions and roles; defining notions, structures and the content of the control mechanism of increasing economic efficiency of corporate re-branding; and synthesis of mathematical models for assessing economic efficiency of corporate re-branding programme efficiency. The research describes the Russian experience of corporate re-branding, defines the idea and elements of the re-branding project control mechanism and develops methodological basics of implementing corporate re-branding as a project and long-term investment in the corporate brand and image. Re-branding is considered as economically efficient marketing tool providing a possibility to resolve a set of important objectives of a financial and economic activity and corporation competition. The authors propose mathematical models for assessing re-branding economic efficiency.