Russian Standard Vodka Case Study
Russian Standard Vodka: Strategies for Global Branding and Expansion into the US Market
Case Study
By CHEN Mengjie Marguerite
Summary
Given the success of Russian Standard Vodka in the Russian and European Market, following the global branding vision, expansion strategy for US market needs to be defined. This case study will provide in-depth analysis to focus on evaluating expansion strategies and offering market entry recommendations.
1. Russian Standard
1.1 Overview
Russian Standard was launched by Roust Holdings, a company driven by an unusual mix of quality orientation and Russian pride. In launching the Russian Standard brand, the ambition of Roustam Tariko, founder and main owner of Roust Holdings, was to set a new standard of world-class quality for a new breed of global Russian brands. The first category to which Tariko decided to apply his Russian Standard concept was vodka - born in Russia and strongly associated with the country.
The next big move was the creation of the Russian Standard Bank, aiming to serve foreign trade companies, small businesses and individual customers, with a main focus on retail banking.
Apart from the two mainstream businesses, Roust also launched B2B and B2C e-commerce portal.
1.2 Visions
Tariko had two ambitious goals for Russian Standard brand: (1) to develop a line of original products and services in multiple categories which would meet international quality requirements, and (2) to create a brand that would set new Russian standards and improve the image of Russia both at home and abroad.
1.3 Brand Identity
Tariko’s personal affinity for luxury goods and his ambition to create the first truly premium Russian brand determined to a large extent the identity of Russian Standard. The brand has the mission to re-establish something that will be a standard for Russians. The essence of the brand and the overall brand strategy was born as “embraced the past, and inspired progress” after brand research. This
Case Study
By CHEN Mengjie Marguerite
Summary
Given the success of Russian Standard Vodka in the Russian and European Market, following the global branding vision, expansion strategy for US market needs to be defined. This case study will provide in-depth analysis to focus on evaluating expansion strategies and offering market entry recommendations.
1. Russian Standard
1.1 Overview
Russian Standard was launched by Roust Holdings, a company driven by an unusual mix of quality orientation and Russian pride. In launching the Russian Standard brand, the ambition of Roustam Tariko, founder and main owner of Roust Holdings, was to set a new standard of world-class quality for a new breed of global Russian brands. The first category to which Tariko decided to apply his Russian Standard concept was vodka - born in Russia and strongly associated with the country.
The next big move was the creation of the Russian Standard Bank, aiming to serve foreign trade companies, small businesses and individual customers, with a main focus on retail banking.
Apart from the two mainstream businesses, Roust also launched B2B and B2C e-commerce portal.
1.2 Visions
Tariko had two ambitious goals for Russian Standard brand: (1) to develop a line of original products and services in multiple categories which would meet international quality requirements, and (2) to create a brand that would set new Russian standards and improve the image of Russia both at home and abroad.
1.3 Brand Identity
Tariko’s personal affinity for luxury goods and his ambition to create the first truly premium Russian brand determined to a large extent the identity of Russian Standard. The brand has the mission to re-establish something that will be a standard for Russians. The essence of the brand and the overall brand strategy was born as “embraced the past, and inspired progress” after brand research. This