REBRANDING STRATEGIC CHANGE FOR ORGANIZATIONS BARBARA MRÓZ-GORGOŃ

In today's dynamic business world, where consumer trends and preferences are constantly evolving, the ability to adapt and refresh a brand's image is becoming increasingly important for survival and success. Rebranding, or the strategic transformation of a brand, is a process that can change the fate of a company, opening up new opportunities and attracting new customers. The book "Rebranding. Strategic Change for Organizations" by Barbara Mróz-Gorgoń is a comprehensive guide to the world of rebranding, which will help you understand its essence, principles and potential risks.

• Understanding the essence of rebranding: Learn what rebranding is and why it is so important for modern organizations.
• Classification of rebranding strategies: Learn about different rebranding approaches and models to choose the one that best suits your company.
• Research and case studies: Analyze real-life examples of companies that have undergone a rebranding process to draw valuable conclusions.
• Avoiding image crises: Learn how to identify potential threats and minimize the risk of rebranding failure.
• Practical tips: Gain the knowledge that will allow you to effectively carry out the rebranding process in your organization.

The book "Rebranding. Strategic Change for Organizations" is not only a theoretical reflection, but above all a practical guide that will help you understand how to effectively manage your brand's image in a dynamic business environment. The author, Barbara Mróz-Gorgoń, shares her knowledge and experience, presenting a comprehensive approach to rebranding that takes into account both strategic and operational aspects.

In the book you will find a classification of rebranding strategies, models and types, which will allow you to identify the best approach for your organization. You will analyze studies of organizations that have undergone a rebranding process, and you will learn about interesting case studies that will show you how rebranding can affect the success of a company. You will also learn how to avoid image crises and minimize the risk of rebranding failure.

"Rebranding. Strategic Change for Organizations" is a must-read for all managers, marketing and communication specialists, as well as for business owners who want to effectively manage their brand's image and build a lasting competitive advantage. Thanks to this book, you will gain the knowledge and skills that will allow you to carry out the rebranding process in a thoughtful and effective way, minimizing risk and maximizing the chances of success.

The book has 344 pages, a format of 234x166 mm and a paperback cover. It was published in 2024 by the PWN Scientific Publishing House.