An audit of Wyborowa Brand Strategy, through the analysis of Wyborowa Brand Positioning.

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Wyborowa Brand Strategy - Wyborowa Brand Positioning - Wyborowa Brand Audit

Using our Brand Strategy key framework - the Brand Key - we look at Wyborowa strategy by analyzing the Wyborowa roots, targets, insights, benefits, RTBs, discriminator, personality, and essence.

The output is based on an external assesment - or a brand audit - of the brand strategy for Wyborowa, in which we take in consideration the marketing execution and press coverage for the brand. Au audit based on Desk Research and External experts interviews.

Key Features

Brand Positioning - Target

Most helpful for:

Students, Brand Professionals, Agencies, Consultants.

Brand Positioning - Benefits

Convenient & Accessible

There are two main reasons for this work: accessibility and inclusivity. We wanted this content to be easily accessible to everybody interested and actively looking for this information. We believe that access to consulting-grade intelligence on a brand strategy would be of interest for many individuals who have no consulting budgets. In addition to that, we wanted this to be inclusive by offering it at a value-driven price, affordable to most, and conveniently downloadable online.

Brand Positioning - Tech

The Product

The brand positioning is based on an external point of view. We conduct sprint brand audits- through desk research and expert interviews - and none of this work is based on proprietary or confidential data. Each positioning or audit is based on generally available data. Technical: the file is in PDF format.

Wyborowa is another jewel in the Polish crown of Vodkas. Launched in the late 1800s, it has domestic and foreign appeal, becoming the first international trademark in the category. Nowadays is part of the Pernod Ricard family, where it often struggles to find space behind Absolut.

The brand has evolved beyond its product-centric vision to embrace design in the past years. This is reflected in the evolution of their bottle in time, as presented by DragonRouge:

This evolution continued with the Cartils‘ redesign, which aimed at positioning the brand in a more premium, uncluttered, cleaner space, with the label reflecting a batch number as RTB to the premium credentials:

The latest design is a breakthrough embossed bottle, with a paper-rip label and embossing effect, which builds on the brand’s tradition (by highlighting 1927 in vintage font, the year of gaining the international trademark)  and an upper, more modern, more sophisticated part. A long-standing tradition projected towards the future.

In 2004, World-famous architect and designer Frank Gehry designed the iconic squared/twisted bottle for Exquisite, the super-premium line of Wyborowa:

Wybowora Exquisite