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PR rebranding campaign for brand “Airbnb”
Research Papers10 Marketing, Advertising, Public Relations, Tourism, Traveling
| Nr. | Chapter | Page. |
| INTRODUCTION | 2 | |
| 1. | COMPANY DESCRIPTION | 3 |
| 1.1. | Basic data about “Airbnb” | 3 |
| 1.2. | “Airbnb” before PR rebranding campaign | 3 |
| 2. | “AIRBNB” PR REBRANDING CAMPAIGN ANALYSIS | 4 |
| 2.2. | PR rebranding campaign objective | 4 |
| 2.3. | PR rebranding campaign target audience | 4 |
| 2.4. | PR rebranding campaign’s period of time | 4 |
| 2.5. | “Airbnb” positioning after PR rebranding campaign | 4 |
| 2.6. | Campaign communication channels | 4 |
| 2.7. | PR rebranding campaign activities | 5 |
| 2.8. | “Airbnb” PR rebranding camapaign flaws and critique outside the company | 6 |
| 2.9. | PR rebranding campaign results | 7 |
| CONCLUSIONS AND PROPOSALS | 8 |
The ultimate goal in business is to create a valuable, meaningful and unique image of your company, its products and services. To achieve this goal companies make communication campaigns that can change audience’s mind or give better understanding of companies’ values and activities.
There are different types of campaigns. The author of this study report will give an example of Public Relations (PR) campaign. But PR campaigns also can be divided into several types and one of them is rebranding campaign.
Rebranding campaigns are used when a company comes to a standstill and it has to reconstruct its brand identity. Rebranding is something that can revive a deadlocked company and give it a new life. Alike, in 2014, company “Airbnb” decided to change its brand identity. In this study report I will give a short insight to company’s basic data, field and other significant data about the company “Airbnb”. This study report will give an insight to analysis of the “Airbnb” rebranding, evaluate the consequences of it, the reasons and conclude the result of the rebranding.…
