TITLE

Vodka connoisseurs

AUTHOR(S)
Peters, Michael
PUB. DATE
March 2004
SOURCE
Brand Strategy;Mar2004, Issue 180, p38
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
Discusses how Russian spirit distribution companies Roust and Russian Standard created a vodka brand. Cultural importance of vodka to Russians; Importance of generating brand recognition in Moscow and St. Petersburg; Need to position the vodka brand to convey Russia's ability to produce world-class goods and services; Importance of creating an identity distinctive enough to deter counterfeiters.
ACCESSION #
12536496

 

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