Lyubimaya Apteka
The Rebranding of Lyubimaya Apteka by Fabula Branding
Brief
The pharmacy market in Belarus has quite complex structure, as it is regulated by the state based on several competitiveness criteria such as pricing policy, product range, and advertising. To be distinguished among its competitors, a trademark requires an elaborate strategy providing new points of contact with the customer. Moreover, the image of the brand should be well-defined.
By the time of rebranding, the brand of Lyubimaya Apteka (Favorite Pharmacy) had already been in the market for some time. However, its identity failed to increase its recognizability and required an update.
Decision
Having analyzed the market, competitive environment, and customer insights, the team of Fabula Branding developed new positioning for Lyubimaya Apteka. The concept was named Pravilnaya Apteka (The Right Pharmacy). It forms the image of a helping brand that knows its customers’ needs, takes care of them, and creates comfortable communication.
