KASPERSKY. LAB OR KASPERSKY? RESTYLING AS A PATH TO SUCCESS

The attributes of corporate identity and brand have a communicative aspect. The logo (spelling of the brand name, brand colour, any other element of brand identification) affects the consumer, who reads from him information about the brand, product, manufacturer. Changes in the consumer, his habits, methods of communication with the product can cause the brand to look less aesthetically pleasing and less stylish in the eyes of the consumer. Even well-designed and professionally designed brands become obsolete over time. If the brand does not change its style in step with the times, at least minimally, it may lose the effect of style, novelty, originally inherent in the brand's image. Restyling, in this case, is a necessary procedure to maintain the formed image.The redesign of the logo is the first step towards renewing the company's image. A professional designer is faced with a difficult task: to change the existing brand name and not to lose the authenticity with the original source, and at the same time give it a new modern look. When updating the logo, first of all, rely on the preferences of the target audience, current level and lifestyle. It is important to react sensitively and in time to all changes in the tastes of average client. Due to the periodic tuning of the logo, the brand will retain its relevance, and the effect of novelty will help to expand the circle of customers. This research is carried out on the basis of the formation and development of the Russian brand for the protection of cyberspace - Kaspersky Lab.The present study shows the summarising and supplementing information in the field of marketing and PR strategy.