Scientific Theory of Brands, Branding and Rebranding (Brandology) and the Tasks of Its Practical Use in Organizations

Article performs a scientific theory of brands, branding and rebranding (brandology) and the task of its practical use in organizations; the object of the article is dedicated to the post-industrial organizations; the aim is to increase the efficiency of the process of creating brands, branding and rebranding of post-industrial organizations; to achieve this goal, solved the following tasks: examines the value of brands, branding and rebranding in the management of a modern organization; study of the functions and roles of branding and rebranding organizations; the scientific theory of brands, branding and rebranding (brandology) is developed; the description of the philosophy, ideology, and policy of forming branding systems and rebranding projects; the formation of a criteria basis for evaluating the effectiveness of brands, branding and rebranding; research methods in the article are the methodology of science, analysis, synthesis, forecasting, and research operations; scientific novelty of the article is that it further develops methodological principles of the scientific theory of branding and rebranding, the steps in the formation of brand management and/or project of rebranding of post-industrial organizations, a description of the criteria for evaluating the effectiveness of branding and rebranding projects organizations.