Successful product branding strategies for export: how companies attract international consumers.

Depending on the target audience and product specifics, a manufacturer may keep their brand in the native language, translate it into a foreign language, or develop a completely new one. In this way, export products emphasize their unique features and origin, aligning with the preferences of international consumers.

An example of this approach is the Alionka Gold brand from the United Confectioners holding company. This product is designed for countries in the Persian Gulf and India. The company decided to present the product in a modern packaging with bright golden tones targeting the mid- to high-price segment. The design of Alionka Gold combines the classic image of "Alionka" with Eastern patterns, creating a noticeable and attractive presence on the shelf. The product was well received by consumers, and the company has already received repeat orders. In 2024, there are plans to expand the "golden" line and introduce the product to new markets.

Another example is provided by the group "Damate", which created the export brand Salima for halal turkey products. The packaging design is also done in an Eastern style, and the brand name translates from Arabic as "healthy", "beneficial", and "safe". Due to high demand for halal products, the company is actively developing its export direction, particularly targeting Muslim countries. The Salima brand meets all the requirements of the Halal standard and is already successfully sold in various countries, including the UAE, Saudi Arabia, and others.

The Believskaya Confectionery Company introduced the APP'LITE brand to sell its products abroad. It is used in conjunction with the trade mark "Believskaya Pastila Manufacture" (BPM). BPM is primarily exported to CIS countries and China, where Russian products are already popular. However, explaining to foreign consumers what Believskaya pastila is can be challenging. Therefore, the company decided to tap into the healthy eating trend and introduced APP'LITE as a light apple snack. This is convenient for buyers in any country, as it immediately creates an understanding of the product.

The group "EFCO" develops its brands simultaneously in domestic and foreign markets. They export bottled oil under four brand names to more than 25 countries, including China, Egypt, and the UAE. The brands are created taking into account international requirements and the specifics of target markets. For example, brands with higher export potential are initially written in Cyrillic, while Altero is written in Latin. The bottle design and shape were also developed based on marketing research involving representatives of the target markets.

The company "EcoNiva" decided not to create a new brand or packaging for its exports, including to China. They send ultra-pasteurized milk and cream under their own brand "EcoNiva". The packaging is not significantly different from what is used in Russia, except for the product information translated into Chinese. The company chose not to change the packaging to maintain the image of the product as Russian with its unique characteristics in China.

Thus, each company chooses its unique approach to export and positioning its products in international markets. A recommendation for marketers - do not be afraid to use different strategies, as each of them can be effective in its context. It is important to understand your product and its market potential.