Know-How Exchange : Student Questions

Hello Brydie!

I don’t know properly if you are interested in European or American brand experience only.
I’m from Russia, and we are so young in marketing. But I can suggest you two examples.
Oleg Tinkoff, well known in Russia, specialized in brand-building-business.
In 2000 he made the brand “Darya” for semi-finished food products. He created not only visual basis of brand, but it’s products too. They were sold well all over Russia. Two years later he sold the brand “Darya”. It was a very strong brand with identity attributes. Those? who bought it, failed.
In 2001 Oleg Tinkoff introduced into the market the next brand – the beer “Tinkoff”. It wasn’t “premium” beer, but it sold at the price 30% higher than another ones at it’s segment.
All customers recognized the beer “Tinkoff” as “the status beer”. Three years later he sold that brand too. It haven’t died yet, but nobody say now “it’s the status beer”. The price the same the others.
I hope my examples will be useful for You.

Good luck,
Helina