Regularities of Branding Development in the Russian Federation

Abstract

The purpose of this article is the analysis of branding in Russia and the forecast of its further development. The essence of branding, according to the authors, is the development of the buyers’ positive conditional response to the goods offered by the specific manufacturer. In Russia, branding development has specific rules and features. It is noted that the issue of the branding formation and development, currently has not been studied in depth in Russia. The authors conducted a desk review of branding parameters in Russia. A basic feature of the development of Russian branding is that it has been revived after a significant break. It is noted that Russian branding has gone through several stages of development, each characterized by significant events. Th is article provides branding perspectives for individual sectors of the Russian economy. The conclusion is that the current economic and political difficulties negatively affect most sectors of the Russian economy and soon the negative effects will intensify. However, in the medium term, a negative impact of these factors is limited. Access to modern technologies and ideas through the Internet continues, and branding program will be considered a tool for solving social problems. Overall, despite the economic and political difficulties, through the action of the technological and social needs, the branding outlook is positive. Th e authors suggest the following areas for development in Russian branding: in the short-term patriotism; import substitution; branding of other markets; a confidence crisis in society; compensatory development of brands in the social sphere; change of the consumer generation; the further development of communication. The research is based on the PEST-analysis. Refs 47. Figs 5. Tables 5.