RE-BRANDING STRATEGY OF RADIO STATION IN DIGITAL ERA
DOI:
https://doi.org/10.24867/21GI02KramerKeywords:
Rebranding, brand, radio, designAbstract
Building a brand is a long, complex and expensive process that depends on many factors. During this period, companies refine and shape their brand in order to create an ideal image of themselves in the eyes of consumers. Due to the continuous and changing business environment, companies are forced to change in order to maintain their brand status in the market and position themselves ahead of their competitors. These changes are the result of a process we call re-branding. Radio as a medium has managed to survive and adapt to new technologies again and again, and this paper presents a detailed process of re-branding the AS FM radio station.
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[2] S. Nikolić, J. Stanković i A. Dejanović, Brend Menadžement - savremena a(tra)kcija., Novi Sad: FTN, 2015.
[3] T. Melewar i J. Saunders, „Global corporate visual identity systems: Using an extended marketing mix,“ European Journal of Marketing, pp. 538-550, 2000.
[4] T. Melewar, „Determinants of the corporate identity construct: a review of the literature,“ Journal of Marketing Communications, pp. 195-220, 2003.
[5] A. Campbell, Building Brand Identity in the New Economy, Infoworks, 1999.
[6] L. Andreasson i M. Sterling, Brand Personality- Offline versus Online, Luleå University of Technology, 2007.
[7] A. Daly i D. Moloney, „Managing Corporate Rebranding,“ Irish Marketing Review, pp. 30-36, 2004.
[8] L. Muzellec, M. Doogan i M. Lambkin, „Corporate Rebranding – An Exploratory Review,“ Irish Marketing Review, pp. 31-40, 2003.
[9] L. Muzellec i M. Lambkin, „Corporate Rebranding: Destroying, Transferring Or Creating Brand Equity?,“ European Journal of Marketing, 2006.
[10] J. G. Kaikati i A. M. Kaikati, „A Rose by Any Other Name: Rebranding Campaigns That Work,“ Journal Of Business Strategy, pp. 17-23, 2003.
[11] E. Enge, „Mobile vs. Desktop Usage,“ 23 Mart 2020. [Na mreži]. Available: https://www.perficient.com/insights/research-hub/mobile-vs-desktop-usage#:~:text=Globally%2C%2068.1%25%20of%20all%20website,total%20time%20on%20site%20globally..
[12] G. H. Watson, The Benchmarhing Workbook: Adapting best practices for performance, Cambridge: Productivity Press, 1992.
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Published
2023-02-04
Issue
Section
Industrial Engineering and Management
