scimanagementНаука и искусство управленияScience and art of management2782-2222РГГУ10.28995/3033-7232-2026-2-8-30scimanagement-279Research ArticleУправление развитием бизнесаBusiness development managementОсобенности восприятия потребителями FMCG-брендов после вынужденного ребрендинга на российском рынкеFeatures of сonsumers’ perception of FMCG brands after forced rebranding in the Russian marketШлычковК. А.ShlychkovK. A.

Кирилл А. Шлычков 

123100, Москва, Студенецкий переулок, д. 3

Kirill A. Shlychkov 

bld. 3, Studenetskii Lane, Moscow, 123100

kirillshlychkov@yandex.ruhttps://orcid.org/0000-0002-2238-7539СоколоваТ. Д.SokolovaT. D.

Татьяна Д. Соколова, кандидат политических наук 

109028, Москва, Малый Трехсвятительский переулок, д. 8/2, стр. 1

Tatiana D. Sokolova, Cand. of Sci. (Political Science) 

bldg. 1, bld. 8/2, Malyi Trehksvyatitel’skii Lane, Moscow, 109028

tdsokolova@hse.ruОбщество с ограниченной ответственностью «Боржоми»РоссияIDS BorjomiRussian FederationНациональный исследовательский университет «Высшая школа экономики»РоссияNational Research University Higher School of EconomicsRussian Federation20260708202602830Copyright © Шлычков К.А., Соколова Т.Д., 20262026Шлычков К.А., Соколова Т.Д.Shlychkov K.A., Sokolova T.D.Данная работа распространяется под лицензией Creative Commons Attribution 4.0.This work is licensed under a Creative Commons Attribution 4.0 License.https://scimanagement.elpub.ru/jour/article/view/279

Целью настоящего исследования является изучение особенностей восприятия потребителями брендов FMCG после вынужденного ребрендинга на российском рынке. Поскольку элементы визуальной айдентики и позиционирования существенно влияют на выбор потребителей, особенно на рынке FMCG, ребрендинг является радикальным методом улучшения восприятия бренда. Однако, начиная с 2022 г., многие организации, работающие на рынке FMCG в России, были вынуждены прибегнуть к этому процессу вопреки маркетинговым стратегиям, что могло повлечь за собой снижение потребительской ценности брендов. Для проведения исследования была выбрана смешанная методология эксплораторного типа, включающая серию экспертных интервью с представителями руководящих должностей в отделах маркетинга компаний, которые провели ребрендинг; серию полуструктурированных интервью с потребителями и опрос. С помощью этих методов был проанализирован выбор компаниями стратегий вынужденного ребрендинга, выявлены общие закономерности восприятия бренда и различия в зависимости от выбранной стратегии. В результате исследования разработана модель эффективного вынужденного ребрендинга на рынке товаров повседневного спроса. Она интегрирует выводы всех этапов исследования и содержит рекомендации, сформулированные на основе экспертной оценки опыта ребрендинга, а также качественного и количественного анализа восприятия брендов потребителями.

The purpose of this study is to examine the features of consumers’ perception of FMCG brands following forced rebranding in the Russian market. Since elements of visual identity and positioning significantly influence consumer choice, especially in the FMCG market, rebranding is a radical method of improving brand perception. However, starting in 2022, many organizations operating in the FMCG market in Russia were forced to resort to this process contrary to marketing strategies, which may lead to a decrease in the consumer value of brands. To conduct the research, a mixed exploratory type methodology was chosen, including a series of expert interviews with representatives of senior positions in the marketing departments of companies that conducted the rebranding; a series of semi-structured interviews with consumers and a survey. Using these methods, companies’ choice of forced rebranding strategies, general patterns of brand perception, and differences depending on the strategy were analyzed. The result of the study is a model of effective forced rebranding in the consumer goods market, which includes a synthesis of the conclusions of all stages of the study: recommendations were derived based on experts’ assessment of the experience of rebranding, qualitative and quantitative analysis of consumer perception of these brands.

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The authors declare that there are no conflicts of interest present.