Peculiarities of branding in the premium segment of Russian milk products

Abstract

Some trends of the milk products market developments and its premium segment are outlined. It is stressed that products of premium class meet high quality requirements, have attractive appearance, are properly presented in retail shops and they are also provided with detailed information.
Some special features of the premium segment are discussed and factors that are of importance for developing business in this sphere.
Consumers requirements to a food brand of the premium segment of milk products are analyzed and some attributes of this segment brands are characterized.