FORCED REBRANDING AS A TOOL FOR STRATEGIC BRAND ADAPTATION UNDER INSTITUTIONAL CHANGES

Abstract

The article is devoted to the study of the phenomenon of forced rebranding as a strategic tool for a company's adaptation to radical changes in the external institutional environment. Using the example of the transformation of the international brand Tork into the local brand Tellus in the Russian B2B segment, the theoretical foundations, methodological approaches and practical mechanisms for implementing such transformations are analyzed. The paper reveals the specifics of forced rebranding in contrast to evolutionary rebranding, examines the key success factors in the B2B environment, where rational selection criteria and the value of trust dominate. Special attention is paid to the role of integrated communication models (PESO, RACE) in managing stakeholder perception, as well as the importance of continuity of key brand values for maintaining customer loyalty. Based on a comprehensive analysis, a theoretical model for managing forced rebranding is formed, which has practical value for companies facing similar challenges in turbulent conditions.