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Russian Standard Vodka

In: Business and Management

Submitted By npa10
Words 385
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1- Understanding the sources of brand equity: What are the sources of the brand equity of the Russian Standard brand? Why was the brand able to enjoy such rapid success in Russia?.

La estrategia de marca estaba orientada a inicialmente captar la atención (brand awareness) para luego lograr la aceptación del producto por parte de los consumidores rusos.
Para esto enfocó su posicionamiento haciendo hincapié en la tradición rusa (lo que está relacionado a su nombre de Russian Standard), en la calidad del producto, en su fórmula. Logró construir una Identidad de Marga fuerte, que fue aceptada por el mercado.
Lo anterior fue complementado con las fortalezas en la distribución que ya tenía Roustam Tariko, y con una estrategia de merchandising adecuada, enfocada en que el producto estuviese disponible en los lugares de compra y de consumo.
Todos estos factores se combinaron para dar lugar a un rápido crecimiento en el mercado ruso.
Considero entonces que los orígenes de su brand equity están sumamente relacionados con la identidad de marca que se logró construir, la cual se apoya fundamentalmente en las tradiciones rusas y en la calidad, y con la estratégica distribución del producto.

2- The value of horizontal brand extensions: Are the banking and vodka businesses compatible with a single brand? Can a single brand offer a common promise to such seemingly different categories? Is the brand getting diluted or can it benefit from synergies?

En principio la estrategia de marca única para distintos negocios, como el de las bebidas y los negocios financieros, parecería no del todo adecuada. Sin embargo por lo visto en el caso, no considero que sea desventajoso para ninguno de los dos negocios las asociaciones que puedan establecerse entre los mismos.
La marca Russian Standard se enfoca en demostrar a los rusos que la marca sabe como estar a la altura de sus…...

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