Positioning of the Organic Fish Product Brand of the Republic of Kazakhstan in Domestic and International Markets

Growing global demand for eco-friendly products increases requirements for their traceability and certification, as well as the need to enhance the competitiveness of domestic producers under the globalization of agri-food markets. Objective – to develop a strategy for promoting the brand of Kazakhstani organic fish products, taking into account consumer preferences, the competitive environment, branding tools, and modern marketing communications aimed at ensuring brand awareness of the national trademark, consolidating consumer trust, and expanding the export potential of domestic aquaculture products. Methods – statistical and comparative methods to identify aquaculture development trends, consumer demand levels, and the competitive landscape in domestic and international trade. Surveys and questionnaires of the target audience aimed at determining factors influencing the choice of eco-oriented fish products, including eco-friendliness, price, origin, and brand image. SWOT analysis was used to evaluate the market attractiveness of natural fish products, identifying strengths, weaknesses, opportunities, and threats hindering the trademark’s expansion into international retail networks. Elements of PEST analysis were applied to examine the impact of political, economic, social, and technological environments on shaping the brand identity of eco-friendly fish products. Results – the recommended methodological paradigm initiates scientifically grounded approaches to developing a brand management concept for Kazakhstani certified fish products in domestic and foreign marketplaces. Thus, these developments and results can be utilized when creating a set of measures to strengthen the status of the domestic aquaculture portfolio. Conclusions – implementation of the conceptual model contributes to increasing the industry’s export resources, consolidating the positions of Kazakhstani producers in the global arena, and ensuring the intensification of the eco-friendly fish products sector.

1. Nurgaliev, E.T. & Sarsenbaev, B.K. (2023). Jekonomicheskie aspekty razvitija akvakul’tury v Kazahstane [Economic aspects of aquaculture development in Kazakhstan]. Vestnik nauki Kazahskogo agrotehnicheskogo universiteta imeni S. Sejfullina, (3), 74–83 [in Russian].

2. Abdrahmanov, A.A. (2023). Razvitie organicheskogo proizvodstva i jeksportnogo potenciala agropromyshlennogo kompleksa Kazahstana [Development of organic production and export potential of the agro-industrial complex of Kazakhstan]. Issledovanija, rezul’taty, (4), 145–154 [in Russian].

3. Davidenko, L., Titkov, A., Sherimova, N. & Beisembina, A. (2025). Eco-branding as a tool for sustainable development of enterprises in Kazakhstan. Sustainability, 17 (1), Article 36. https://doi.org/10.3390/su17010036 [in English].

4. Keller, K. (2023). Strategicheskoe upravlenie brendom: sozdanie, ocenka i upravlenie marochnym kapitalom [Strategic brand management: building, measuring, and managing brand equity]. Moscow: Vil’jams [in Russian].

5. Aaker, D. (2021). Sozdanie sil’nyh brendov [Building strong brands]. Moscow: Izdatel’skij dom Grebennikova [in Russian].

6. Food and Agriculture Organization of the United Nations (2024). The State of World Fisheries and Aquaculture 2024: Blue Transformation in Action. Rome: FAO [in English].

7. Cui, M., Liu, X., Liu, H., Zhao, J., Li, D. & Wang, W. (2025). Fish Tracking, Counting, and Behaviour Analysis in Digital Aquaculture: A Comprehensive Survey. Reviews in Aquaculture, 17 (1), e13001. https://doi.org/10.1111/raq.13001 [in English].

8. Ahmed, N. & Thompson, S. (2023). The Blue Economy and Sustainable Aquaculture Development. Marine Policy, 148, 105432 [in English].

9. Troell, M., Henriksson, P.J.G. & Buschmann, A.H. (2023). Aquaculture and the Sustainable Development Goals. Reviews in Fisheries Science & Aquaculture, 18 (2), 475–492 [in English].

10. Aaker, D. (2024). Strategic Market Management. Hoboken: Wiley [in English].

11. Boyd, C.E., McNevin, A.A. & Davis, R.P. (2023). Sustainable Aquaculture and Environmental Management. Aquaculture International, 31, 1121–1140 [in English].

12. Syzdykova, A. & Azretbergenova, G. (2024). Formirovanie strategii pozicionirovanija brenda na predprijatijah malogo i srednego biznesa [Formation of brand positioning strategy in small and medium-sized enterprises]. Vestnik Evrazijskogo nacional’nogo universiteta im. L.N. Gumileva. Jekonomicheskaja serija, (2), 27–44. https://doi.org/10.32523/2789-4320-2024-2-27-44 [in Russian].

13. Sejdahmetova, A.Zh. (2021). Brending sel’skohozjajstvennoj produkcii Kazahstana [Branding of agricultural products of Kazakhstan]. Vestnik Evrazijskogo nacional’nogo universiteta, (2), 60–67 [in Russian].

14. 2021–2030 zhyldarga arnalgan balyk sharuashylygyn damytu bagdarlamasy: Qazaqstan Respublikasy Ukimetinin 2021 zhylgy 5 sauirdegi № 208 qaulysymen bekitilgen [Fisheries development program for 2021–2030: approved by the decree of the Government of the Republic of Kazakhstan dated April 5, 2021, No. 208] (2021). Available at: https://www.gov.kz/memleket/entities/fishery/documents/details/167161?lang=ru (date of access: 15.06.2026) [in Kazakh].

15. Denisov, I.A. (2023). Modeli prodvizhenija brenda na primere marketingovoj dejatel’nosti kommercheskoj organizacii [Brand promotion models on the example of marketing activities of a commercial organization]. Jekonomicheskie problemy i juridicheskaja praktika, 19 (5), 146–151 [in Russian].

16. Garlock, T.M., Asche, F., Anderson, J.L. et al. (2024). Environmental, economic, and social sustainability in aquaculture: the aquaculture performance indicators. Nature Communications, 15, 5274. https://doi.org/10.1038/s41467-024-49556-8 [in English].