**TRICKS OF THE TRADE:**

NEEDTO RUSSIFY YOUR BRAND?

 

By Shane Farrell

 

Reprintedwith permission from*AmCham News*,September-October 1999. Courtesy of the **AmericanChamber of Commerce in Russia**.

 

For foreign businesses introducing products to the Russianmarket, how best to “Russify” their brand is a common, yet critical dilemma.Qualitative research conducted by F-Squared Market Research + Consulting for aleading ad agency in Moscow set out to answer this question. Researchers wantedto understand whether imported brands need to be Russified and the best ways toachieve this goal. Other objectives were to discover what constitutes a brandfor Russian consumers as well as the perceived differences between Russianversus imported brands.

 

Last October, F-Squared researchers organized 12 focus groupsmade up of male and female participants of various ages, looking at brandsacross numerous categories. They conducted focus groups in Moscow,Yekaterinburg, and Nizhny Novgorod. 

 

Highlights

l  The Russian consumer does notreally understand what constitutes a brand.

l  Quality is the key differentiatorbetween Russian and western brands (western brands are seen as having superiorquality). Brand recognition is secondary.

l  The appeal of Russian brandsdepends on the category. For example, food and skin care are two categorieswhere Russian brands are considered strong. Conversely, coffee and perfumes aredeemed domains for western brands.

l  Associations with Russian brandsare linked with products exclusively from Russia and Russian heritage. Whenasked to name Russian consumer brands, respondents often mention Rossiya,Krasny Octyabr, Kristall, Rot Front, VAZ, GAZ, Yava, and Svoboda.

l  As trusted quality is the mainbranding issue for Russians, the strongest potential is seen for those Russianbrands with quality traditions.

l  The majority of participantswelcome the development of Russian consumer industries, and expect Russianbrands to become stronger and more competitive in the future.

l  Respondents associate westernbrands with western heritage, names, culture, and lifestyle.

l  Russification of brands is notalways necessary; each case should be considered individually.

l  Advertising is considered one ofthe main means to generate empathy with a western brand. In this sense, theRussian way can be understood simply as “culturally   relevant” and “nationally correct.” Western ads areappreciated by the Russian audience, if they do not totally contrast withnational values and morals.****

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# Dual Brands

As well as Russian versus western brands, the researcherslooked at dual brands, or brands that combine western and Russian elements suchas: 

l  Russian brands with western image(Wimm-Bill-Dan/J-7);

l  Western brands with Russian image(Vodka Rasputin); 

l  Joint brands: western brandsproduced in Russia/CIS or by cooperating with local brands (Tetra Pak pluslocal milk and juices);

l  Russian brands produced by westerncompanies or with their participation (Peter I, Sh.O.K).

 

Again, Russian consumers could not clearly identify certainbrands as either western or Russian.

 

Wholesome Values

In terms of brand attributes, participants were asked to describea Russian brand, a western brand, a dual brand, and themselves along a numberof attributes.

 

Researchers found that the Russian consumer is more likely toidentify with western brands when it comes to attributes such as dynamic,solid, and unique. Wholesomeness is the attribute associated with Russianbrands. Thus, “Russification” advertising would probably work best if focusedon wholesomeness, a quality identified by most respondents. The most effectiveapproach may be to adapt a brand within Russian culture without changing itsidentity. This can be facilitated by promotion and advertising, but the majorfactor is recognition by Russian consumers and wide usage in a Russian way.

 

To make a successful Russian ad for a western brand, it isnot enough to duplicate a western advertising idea within the Russiancontext—ads should show real Russian people instead of westernized Russians.

 

However, participants indicated they like to see originalwestern ads along with Russian ads for international brands.

 

*ShaneFarrell is a partner with **F-SquaredMarket Research + Consulting** in Moscow, Russia.*

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*Formore information on the **American Chamberof Commerce in Russia**, telephone +7 (095) 961-2141, email [email protected],or visit www.amcham.ru.*