DUGi

Brand revitalization: a comprehensive strategy for dilegno’s rebranding and communication plan

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The purpose of this document is to present a comprehensive strategy for the rebranding and communication plan of dilegno, title "Brand Revitalization: A Comprehensive Strategy for dilegno’s Rebranding and Communication Plan". The scope of this study encompasses digitalisation, brand identity, the digital era, rebranding, communication planning and aligning the business mission, vision, and values with contemporary market demands. Using a triangulated methodology involving interviews, surveys, and extensive research, the study identifies significant deficiencies in dilegno’s brand personality and identity, as well as poor communication efforts on social media. Key results indicate a need for imprevement in the customer journey and a strategic update of social media practices. The conclusions underscore the importance of maintaining flexibility and responsiveness to social and environmental changes to ensure market relevance in the digital era. This study is particularly significant for family businesses facing the digital boom post-COVID-19, emphasising the urgent need for brand revitalization to secure future growth and competitiveness.

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