Export center: Made in Russia brand to be specific for each country

SOCHI, Feb 28 (PRIME) -- The Russian Export Center (REC) has been developing the Made in Russia brand to boost global locally-made products awareness and loyalty, taking into account specifics of each country, public relations director Vera Podguzova said in an interview with PRIME on Tuesday.  

“We promote non-resource exports. This is a difficult and ambitious task, but at the same time it is very interesting. Mechanisms to support Russian exporters are necessary to implement the task, and marketing is one of such mechanisms. Thus, an umbrella export brand is required,” Podguzova said on the sidelines of an investment forum in Sochi.

The Industry and Trade Ministry suggested earlier in February that 370 million rubles of subsidies should be disbursed from the budget for the center to create and promote the Made in Russia brand abroad. The concept is envisaged by the country’s small and medium-sized business development strategy till 2030.

Podguzova said that a number of surveys performed abroad have shown that foreign customers have no idea Russian companies produce a lot of consumer goods.

“Russia-made machinery and resources are widely known. However, foreign customers are unaware of consumer goods and food… A strong umbrella brand could provide consumer confidence in domestically-made products,” she said, adding that this may allow Russia’s small and medium businesses to enter the global market at lower cost.

“We have conducted a poll to form a visual image and introduced it last June. The survey demonstrated that a bird colored in red, blue and white -- the colors of the Russian flag -- makes a positive image in each country, though is perceived differently.”

The REC plans to adjust the visual image for each state, as well as to create specific communication strategies.

In the second quarter of 2017 the company will conduct a deeper research on the markets defined to be top priority: China, Vietnam, Indonesia, Iran, India, the CIS counties and South America.

“Russia-made products are interesting for foreigners. People come to us at exhibitions, ask questions, express interest, conclude contracts, so we see the effectiveness of such “manual” work with consumers,” the expert said.

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