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The national brand helps solve three key problems for exporters. This was stated by Alexander Molodtsov, Vice President of Russian Export Center (REC, VEF Group), at the XII Congress Innovative Practice: Science Plus Business.
"Firstly, the brand becomes a guarantee of quality. Since there are many exporters, there's a risk that one poor-quality product, especially in the food industry, could tarnish the reputation of all Russian goods. The Made in Russia brand unites reliable companies under one sign. For international buyers, this is a signal that the product has been tested and meets high standards. This increases trust in all Russian exports," Alexander Molodtsov at the session Titans of the National Image: The Role of Business in Shaping Russia's Image Abroad.
The second objective is protection against counterfeiting. Alexander Molodtsov noted that Russian goods are actively counterfeited in some foreign markets. A recognizable brand helps buyers distinguish the original product from the counterfeit and protects the interests of bona fide exporters.
"The third objective is to communicate the brand's core values to customers. This is the most difficult, but crucial, objective. The brand must clearly communicate values such as quality, reliability, or environmental friendliness, and adapt this message to different product types," Alexander Molodtsov.
