Strategic Branding in Russia: Development Barriers
https://doi.org/10.22394/1726-1139-2018-9-167-176
Abstract
Goal. Given the modern aspects of building a strong brand, the strategic assets of companies are their trademarks, which, with good governance, act as revenue generators. Recently, the problems of implementing an investment project with minimal risks and high efficiency become more acute, as in the current market there are many limiting factors that negatively affect the successful development of the domestic brand. The purpose of the study in this article is to identify internal and external factors that limit development and reduce the competitiveness of domestic brands in the Russian market in modern conditions.
Methods. In the study, using qualitative analysis of available statistics and examples, the main barriers to the presence of domestic brands are considered. The main methodology for building the development strategy of the company is proposed by the well-known economiststrategist, professor V. Kvint and has been tested in practice for 45 years.
Results. As a result of this research, a comparative competitive analysis of brands in the world and in Russia was conducted, statistical data of a large analytical source on intellectual property of WIPO were analyzed, five main negative factors influencing the development of the national branding industry in Russia were identified.
About the Authors
L. A. Filippova
Lomonosov Moscow State University
Russian Federation
Graduate student of the Chair of Financial Strategy of Moscow School of Economics of Lomonosov Moscow State University (Moscow, Russian Federation);
Russian Federation
Graduate student of the Chair of Financial Strategy of Moscow School of Economics of Lomonosov Moscow State University (Moscow, Russian Federation);
A. S. Khvorostyanaya
Lomonosov Moscow State University
Russian Federation
Graduate student of the Chair of Financial Strategy of Moscow School of Economics of Lomonosov Moscow State University (Moscow, Russian Federation);
Russian Federation
Graduate student of the Chair of Financial Strategy of Moscow School of Economics of Lomonosov Moscow State University (Moscow, Russian Federation);
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Review
For citations:
Filippova L.A., Khvorostyanaya A.S. Strategic Branding in Russia: Development Barriers. Administrative Consulting. 2018;(9):167-176. (In Russ.) https://doi.org/10.22394/1726-1139-2018-9-167-176
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