Global branding strategies of emerging market multinational companies: the Russian perspective

Abstract

The main goal: To identify branding strategies that Russian companies use in order to build strong brands on an international scale. Main tasks: - Identify global brand builders that come from Russian market, on an example of a specific industry; - Analyse global brand-building strategies that these companies use; - Develop strategic recommendations for Russian multinational companies on basis of identified strategies. Main results: - Identification and analysis of existing global brand builders from Russian industry of retailing of soft goods and consumables; - Comparative analysis of brand-building strategies of companies in Russian industry of retailing of soft goods and consumables; - Set of strategic recommendations for Russian multinational companies in the studied industry on building strong global brands.