Branding i rebranding na przy- kładzie rynku aptecznego
Branding and rebranding on the example of pharmaceutical market

Summary/Abstract: Brand awareness has a fundamental impact on consumer decisions. It is the first moment of the brand’s influence on those decisions. Changing a brand image is the way of maintaining or getting the competetive advantage. Rebranding should make a brand exceptional; increase the brand awareness and be consistent to the mission and vision of a brand to be effective. The aim of the article is to describe branding and rebranding on the basis of pharmacy market. According to the literature studies the authors tried to describe the concept of branding and rebranding.

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