engleski

Social Responsibility as a Brand Feature within the Re-branding Process: Case from Croatian Market

Twenty first century is marked by the processes of digitalisation, globalisation and a strong demand for transparent business practices. Consumers have become more demanding, they are more informed about current business practices of various companies and are less willing to compromise when choosing a product or a brand. Corporate Social Responsibility become, in that context, a key influential factor when it comes to a brands image and branding within the developed, modern market. This dynamic environment pressures companies to introduce corporate social responsible business practices having in mind social wellbeing, but also to strengthen their reputation, image of corporate brand as well as their market position. Very often, the main initiator of the strategic process of rebranding is the concern that companies have regarding potentially disrupting their image thus weakening their brand value. The paper analyses the process of rebranding and studies the successful example of strategic rebranding of the company “Vipnet” and the introduction of the brand A1 to the Croatian market. One of the key brand features within the studied rebranding process is social responsibility.

brand, rebranding process, corporate social responsibility

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