Creating a national brand as a factor in growing russian exports

Abstract

The paper focuses on the challenge to expand the export of domestic goods. In particular, the case of the umbrella brand called “Made in Russia” is analyzed. This project aims to build a recognizable brand of products both in Russia and abroad, but mainly contributing to their promotion outside the country. The research identifies a total if three brand functions and analyzes how they are reflected in the umbrella brand “Made in Russia.” The authors argue that product promotion implies a sequence and compliance with several functions (discussed in the paper), in addition to a number of effective promotion tools in marketing. The authors conclude with highly valuable recommendations for state authorities and businesses.