Rebranding of OLX Ad Service Platform
https://doi.org/10.47703/ejebs.v4i62.67
Abstract
The report describes the methodology for conducting marketing research, and records the results of the work done. All the knowledge gained about the topic of rebranding is described in the literature review. To prove the hypothesis, a survey was conducted with various groups of people. The results of the study are summarized and recommendations are described.
Branding is a whole science that includes various directions in working with brands, one of which is rebranding. Rebranding is a brand-changing system that companies resort to in various not-so-good situations. Nowadays, there is a problem associated with the rebranding process itself, companies do not understand that the problem is not in the wrong choice of the target audience, but in the fact that the brand may turn out to be unpleasant to the eye, uninteresting or not well adapted to modern conditions. Rebranding is something that will never lose its relevance because companies change, develop, modernize and, in general, try to adapt to situations.
About the Authors
Aizhana Maldynova
Kenzhegali Sagadiyev University of International Business, Almaty
Kazakhstan
Kazakhstan
Zarina Jarlkaganova
Kenzhegali Sagadiyev University of International Business, Almaty
Kazakhstan
Kazakhstan
Kousar Zaheer
Jinnah University for Women
Pakistan
Pakistan
References
1. Bashkirtsev, V.I., Nikishina, O.S., & Yuditsky, L.A. (2012). Marketing research as a necessary element to justify the topic of scientific research. Service in Russia and abroad, (3), 223-235.
2. Be1.ru (2020). Service for analyzing traffic to any site. Electronic resource. https://be1.ru/stat/olx.kz#menu_similar - we found out the attendance of the OLX website.
3. Domnin, V.N., Starov, S.A. (2017). Evolution of key brand management concepts. St. Petersburg: Bulletin of St. Petersburg University. Management. https://cyberleninka.ru/article/n/evolyutsiya-klyuchevyh-kontseptsiy-brend-menedzhmenta
4. Dymova, S.S, Bronnikova, E.M. (2018). Professional activity of brand managers. Moscow: Business and Design Review. https://cyberleninka.ru/article/n/professionalnaya-deyatelnost-brend-menedzherov/viewer
5. Fdf Group (2020). Sample. Sample types. Sampling error calculation.
6. Forbes. (2020). Web version of Forbs. Electronic resource. https://forbes.kz/ranking/object/699 - they took information on OLX income for 2020.
7. Karpova, I.S. (2017). Branding as brand management. Novosibirsk: Symbol of Science. https://cyberleninka.ru/article/n/brending-kak-upravlenie-brendom
8. Khan, R.S. (2013). Evaluation of the effectiveness of marketing research from the standpoint of economic indicators. Engineering Bulletin of the Don, 26 (3 (26)), 157.
9. Kiryanova, E.A., Zyuzina, N.N. (2016). Rebranding in the modern world. Lipetsk: Economy and Society. https://readera.org/rebrjending-v-sovremennom-mire-140116175
10. Kurilkina, M.V. (2018). Rebranding as an alternative to business liquidation. Moscow: Economics. https://cyberleninka.ru/article/n/rebrending-kak-alternativa-likvidatsii-biznesa
11. Landgrave, P.A., Kiryukov, S.I. (2014). Corporate rebranding of market-oriented companies: Theoretical foundations and directions for further research. St. Petersburg: Bulletin of St. Petersburg University. Management. https://cyberleninka.ru/article/n/korporativnyy-rebrending-rynochno-orientirovannyh-kompaniy-teoreticheskie-osnovy-i-napravleniya-dalneyshih-issledovaniy
12. Leonov, A.L. (2019). Rebranding of the organization as a means of brand promotion. Rostov-on-Don: "U" magazine. https://www.portal-u.ru/index.php/journal/article/view/199/181
13. Lolua, G.Z. (2019). Reasons for rebranding. Moscow: SibAK. https://sibac.info/journal/student/60/138989
14. Marketing Media Review. (2020). Online marketing magazine. Electronic resource. https://mmr.ua/show/aleksej-lomonosov-olx - learned detailed information about the rebranding from an interview with OLX Marketing Director.
15. Nedeljko Prdić, Boris Kuzman, & Jelena Damjanović (2019). Marketing research in the function of business efficiency. XVI (4), 1039-1054. doi: 10.5937/ekoPolj1904039P
16. Parsesite. (2020). Online site analysis. Electronic resource. https://parsesite.ru/ru/cost/olx.kz - found out about the site traffic and received data on the estimated income for the year.
17. Pr-cy. (2020). Online site analysis. Electronic resource. https://a.pr-cy.ru/olx.kz - found out about the site loading speed.
18. Samrat Ray (2021). Can economics of olfactory branding be replicated through historical sensation: cases from college street booksellers? Bulletin of the Buryat State University. Economics and Management, (3), 66-73.
19. Shadov, I.B. (2016). Actual directions of marketing activities of companies in a crisis. Moscow: SibAK. https://sibac.info/studconf/econom/xli/49484
20. Tetiana O. Oklander (2015). Marketing research based on the use of information and communication technologies. (4 (20)), 88-95.
21. Tolstyakov, R.R., Nesterov, D.A. (2016). Branding as a marketing tool for assessing and managing quality. Tambov: Socio-economic phenomena and processes. https://cyberleninka.ru/article/n/brendnig-kak-marketingovyy-instrument-otsenki-i-upravleniya-kachestvom
Review
For citations:
Maldynova A., Jarlkaganova Z., Zaheer K. Rebranding of OLX Ad Service Platform. Eurasian Journal of Economic and Business Studies. 2021;62(4):52-65. https://doi.org/10.47703/ejebs.v4i62.67
Views:
14
JATS XML
Email this article 