Definition of Main Elements of Building Brand Strategy on the Russian Market of Chilled Beef and Veal Producers

The modern Russian market of chilled beef and veal is fully formed only in the last five years, its players are just beginning to apply the first brand strategy to win the consumer, which is complicated by a long decline in demand. The objective of this study is to determine the basic elements of building a brand strategy on the market by creating a theoretical model. The methodology includes the analysis of secondary information on the Russian agroindustrial sector and beef market, expert interviews with representatives of the meat market and branding agencies, a survey of consumers of the Eastern and Central Federal districts of Russia, where the highest level of meat consumption per capita, followed by processing the results and drawing up a theoretical model. The study includes making assumptions about the causes of stagnation of the beef market and hypotheses about the current trends in consumer behavior. Thus, this work allows current and potential market players of chilled beef and veal to apply a theoretical model to build a brand strategy.