European Brown Swiss Federation
Positioning & Brand Development for Brown Swiss
A transnational brand strategy unites twelve national associations and strengthens the Brown Swiss cattle breed in European competition.
The Organization
European Umbrella Organization of Twelve National Brown Swiss Associations
The European Brown Swiss Federation (EBSF) is the European umbrella organization for twelve national Brown Swiss associations. The federation’s goal is to promote Brown Swiss cattle among breeders and other key stakeholders in member countries and to secure the breed’s population in the long term.
Brown Swiss is a cattle breed rich in tradition, with deep roots particularly in the Alpine region. It is known, among other things, for its calm temperament, ease of handling, and the high quality of its milk.
The Challenge
Key Elements of the Assignment:
Against the backdrop of increasingly intense competition between different cattle breeds, a shared and sustainable positioning for Brown Swiss was to be developed. The particular challenge: twelve national member associations with different market conditions and cultural backgrounds had to develop a common understanding of what Brown Swiss should stand for at the European level in the future.
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Analysis of the current perception of Brown Swiss and Original Brown Swiss from the perspective of various stakeholders in key European markets
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Understanding the motives and barriers involved in the decision for or against breeding Brown Swiss
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Development of a shared understanding among all member countries regarding the future brand identity and brand positioning of Brown Swiss
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Consideration of national and cultural specificities within a common European positioning
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Development of a joint communication strategy to anchor the new positioning with consistent core messages across the different markets
The Cornerstones of Our Approach:
To develop a brand positioning that is both based on a sound understanding of the market and supported by the various EBSF member countries, IMARK combined qualitative market research with a multi-stage strategy and workshop process.
Conducting 72 qualitative in-depth interviews with EBSF decision-makers, Brown Swiss breeders, breeders of other breeds, and experts
Observations at cattle markets and auctions to supplement and deepen the findings from the interviews
Analysis of other cattle breeds with a focus on their positioning and key communication messages
Consolidation of findings into typical breeder profiles as well as key motives, expectations, and barriers
Joint reflection and classification of the market research results with the multicultural EBSF project team
Conducting several workshops for the joint development of the future brand identity and brand positioning of Brown Swiss
Derivation of measures and guidelines for consistent communication of the new positioning across different markets and touchpoints
Result & Impact
Benefits for EBSF:
The combination of a sound understanding of the target group and joint strategy development creates the foundation for a Europe-wide brand positioning for Brown Swiss:
European Brown Swiss Federation (EBSF)
Headquarters
InnsbruckBranche
AgricultureProject Period
2018+2019
Client Testimonial
(representing all EBSF members)
Together Toward a Strong Positioning
“Our experience with IMARK during the repositioning of our breed was outstanding. They did a great job analyzing the perception of Brown Swiss through qualitative interviews. They guided the EBSF members to find a common perspective and define a brand strategy for the future, without overlooking our cultural differences.”