Russian Men's Footwear Brand Ralf Ringer: Testing National Brand's Competitive Power

Abstract

This case is dedicated to the analysis of a group of problems connected with branding, brand portfolio management, and company brand strategy development. Ralf Ringer was one of the first to begin to actively implement branding on the Russian footwear market, where generic goods had been predominant until that time. Using the advantages of this lead position, Ralf Ringer won strong positions on this market. However, in recent years, many Russian and foreign market players have been offering consumers a significant number of new brands. The inrush of competitors required the company to make new effective decisions in the marketing and branding fields in order to strengthen its positions.