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Russian Standtard

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Submitted By teippirulla3
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Russian Standard Vodka’s Case Questions:

1. Understanding the sources of brand equity: What are the sources of brand equity of the Russian Standard brand? Why was the brand able to enjoy such rapid success in Russia?
One of the main reasons for Russian Standard’s rapid success in its home country in the early 1990’s was Roustam Tariko’s deep knowledge of Russia; its history, culture, and through these, its then current state and consumers. He had the general know-how of the market in the country: Tariko, the founder of the company himself started off by importing foreign liquor brands to the post-soviet era country, where such novelties were still hard-pressed to find. By filling this market gap he got to not only reach incredible levels of profitability, but also hone his merchandising skills and network vastly, before moving from importing to founding his own company, Roust Holdings.
Unlike the foreign liquors and spirits Tariko had imported, he wanted to create something “more local” that would resonate with the patriotism of the country. Truly, Russian Standard vodka came to represent upper-class Russian vodka, “strongly associated with the country”, as the case mentions. Additionally, to quote the case study text: “People bought Russian Standard because it was unmistakably Russian and looked reliable.”
In other words, a good marketing mix was created for the product. The packaging, pricing, and promotion in addition to the product itself were cleverly planned and successfully carried out. As a consequence, Russian Standard did not seem like a one-dimensional product, unlike its competitors.
To put it short: Tariko successfully noticed the window, demand, for this kind of a product that highlighted its Russian roots and had the proper know-how to seize the opportunity. Through the culture, Russian Standard vodka resonates with the home country consumers on a personal, emotional level. For the global consumer, that might just associate vodka with Russia to begin with, it is the perfect souvenir, and a part of the “true Russian identity” that they can experience at home.
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?
3. Managing global branding: Should Russian Standard Vodka be launched in the US? If yes. Should Russian Standard adapt the positioning of the brand and its marketing mix (name, price, packaging, distribution, communication) or should it try to keep the positioning and marketing that have been successful in Russia, in order to create a consistent global brand?

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