Researchers wanted to understand whether imported brands need to be Russified and the best ways to achieve this goal. Other objectives were to discover what constitutes a brand for Russian consumers as well as the perceived differences between Russian versus imported brands. Last October, F-Squared researchers organized 12 focus groups made up of male and female participants of various ages, looking at brands across numerous categories. They conducted focus groups in Moscow, Yekaterinburg, and Nizhny Novgorod. The Russian consumer does not really understand what constitutes a brand.
Brand recognition is secondary.
The appeal of Russian brands depends on the category. For example, food and skin care are two categories where Russian brands are considered strong. Conversely, coffee and perfumes are deemed domains for western brands. When asked to name Russian consumer brands, respondents often mention Rossiya, Krasny Octyabr, Kristall, Rot Front, VAZ, GAZ, Yava, and Svoboda. Western ads are appreciated by the Russian audience, if they do not totally contrast with national values and morals.