Kalashnikov Case Analysis Assignment 2
Issues
1. Did Krasnovski perform a good job by leveraging Kalashnikov 's name in branding Russian Vodka? What other products can be leveraged on Kalashnikov 's name?
2. Are the brand element chosen by Krasnovski relevant and deliver what it intend to deliver?
3. How should Krasnovski address the issue of ban of Kalashnikov vodka complaint by Portman Group?
Analysis
Kalashnikov is an inventor of AK 47 assault rifle and this weapon is known in many part of the word simply by the name Kalashnikov. It had been a major part in the revolution over the last 50 years and mainstay in the armies of more than 50 countries. The war was fought between the US along with UK against the soviets whose major weaponry at that time was the AK 47 rifle. The US along with UK lost the war and many American and British soldiers had died. Since that time, UK and US troops have very negative perception regarding this name either it is AK-47 or Kalashnikov. The invention of Ak-47 was glinted by patriotism rather to kill.
Now, Mikhail Kalashnikov 's grandson Igor Krasnovski wanted to expand the brand globally with new products. It describes Krasnovski 's mission to work on a strategy for a new line of everyday products that would become a global brand and bear his grandfather 's name.
And then he started to launch Vodka adding the brand over that vodka. The main motto to launch over the brand name of Kalashnikov is because he was so proud of the Kalashnikov name, and his grandfather Krasnovski had been a man to hold in high esteem. Inspired by the accomplishment of his grandfather, he wanted to protect and preserve the name and intellectual property to save and brand it.
In 2003, Krasnovski and his grandfather founded joined stock vodka Company in the belief that vodka is the perfect lead product which suits the achievement of Kalashnikov. According to Krasnovski, he had a lot of perception and thoughts to add Kalashnikov name over vodka which are pointed below:
He had an idea to
1. Did Krasnovski perform a good job by leveraging Kalashnikov 's name in branding Russian Vodka? What other products can be leveraged on Kalashnikov 's name?
2. Are the brand element chosen by Krasnovski relevant and deliver what it intend to deliver?
3. How should Krasnovski address the issue of ban of Kalashnikov vodka complaint by Portman Group?
Analysis
Kalashnikov is an inventor of AK 47 assault rifle and this weapon is known in many part of the word simply by the name Kalashnikov. It had been a major part in the revolution over the last 50 years and mainstay in the armies of more than 50 countries. The war was fought between the US along with UK against the soviets whose major weaponry at that time was the AK 47 rifle. The US along with UK lost the war and many American and British soldiers had died. Since that time, UK and US troops have very negative perception regarding this name either it is AK-47 or Kalashnikov. The invention of Ak-47 was glinted by patriotism rather to kill.
Now, Mikhail Kalashnikov 's grandson Igor Krasnovski wanted to expand the brand globally with new products. It describes Krasnovski 's mission to work on a strategy for a new line of everyday products that would become a global brand and bear his grandfather 's name.
And then he started to launch Vodka adding the brand over that vodka. The main motto to launch over the brand name of Kalashnikov is because he was so proud of the Kalashnikov name, and his grandfather Krasnovski had been a man to hold in high esteem. Inspired by the accomplishment of his grandfather, he wanted to protect and preserve the name and intellectual property to save and brand it.
In 2003, Krasnovski and his grandfather founded joined stock vodka Company in the belief that vodka is the perfect lead product which suits the achievement of Kalashnikov. According to Krasnovski, he had a lot of perception and thoughts to add Kalashnikov name over vodka which are pointed below:
He had an idea to