Victoria Kulibanova, General Manager of Spice Media communication agency considers the brand obsolescence and brand’s underperformance as the two principal reasons for rebranding. Redirection for another audience, entering new markets or business diversification are ways then to gain sales.
While discussing branding agencies services Victoria recognized that practically no proper professional organizations are in place on local St-Petersburg market. She finds Russian branding agencies mainly in Moscow, which makes sense considering that the major customers for rebranding are federal scale companies.
Experts observe just a few of successful rebranding stories. Victoria Kulibanova appreciates Sberbank rebranding as one of them. "We do see the attitude change — from unfriendly old fashioned state bank with long queues and angry front end personnel; towards open, dynamic, and client oriented banking", — as expert says.