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European Brown Swiss Federation

Repositioning the Brown Swiss

Brown Swiss is a well-established and traditional breed of cows originating from the Alpine region and is famous for its calm character, easy handling and high-quality milk. The European Brown Swiss Federation currently comprises of twelve national country associations united to promote the Brown Swiss breed among member countries, breeders and other important stakeholders.

Our Mission

  • Understand the current perception of Brown Swiss from the perspective of different stakeholders in key markets
  • Develop a shared understanding of the future brand position of Brown Swiss amongst members countries
  • Develop a common communication strategy to ensure consistent messaging across markets of the Brown Swiss’ new brand position

Image: European Brown Swiss Federation (EBSF)

Fact-Box

Client
European Brown Swiss Federation (EBSF)

Industry
Agriculture

Topic
Brand Identity and Brand Positioning

Country-Focus
Austria, Germany, Switzerland, Italy, France, Slovenia

Language
German, Italian, French, English

Procedure
Qualitative Market Research and Workshops

Sample
Breeders, EBSF Members, Experts

Our Approach

To re-position Brown Swiss in the key markets, we used a combined methodology:

  • Qualitative in-depth interviews with 72 key informants, observation at fairs and auctions
  • Competitor analysis of their positioning and communication messages
  • Sensemaking, brand positioning and rollout workshops with the multicultural project team of EBSF

Qualitative insights from informants including internal decision-makers, breeders of Brown Swiss and competitive breeds, and experts helped form a sound understanding of the current market perception of the Brown Swiss breed, breeding motivations and barriers, and allowed us to derive detailed profiles of typical Brown Swiss breeders and their expectations towards EBSF.

As a second step, the EBSF project team got an opportunity to reflect upon the market research insights at sensemaking workshops. From this a shared understanding of what Brown Swiss should stand for in the future at European level was developed, one which respected cultural specificities. Finally, communication activities were derived for the new position of Brown Swiss at a European and national level.

Image: European Brown Swiss Federation (EBSF)

Insights and Call-to-Action

  • In-depth brand insights regarding the perception of Brown Swiss, reasons for and against breeding, breeder profiles, and feedback on the breeding program
  • Commonly shared future position of Brown Swiss developed: Brand identity, focus segments, competitive advantage, goals, key touchpoints and activities
  • Insights formed the basis for the creative agency briefing to implement the derived brand positioning through logo creation, website and social media campaign

We had a great experience with IMARK to reposition our breed. They did a great job in analyzing the perception of the breed through the qualitative interviews. They led the group of EBSF members to find a common view and define a brand strategy for the future, taking into consideration the cultural differences between us.”

– Olivier Bulot, Brown Swiss France (for all EBSF members) –