Modern Tendencies of Branding in Russia

Alexandra Kuleva, RUDN University

Anastasia Azarova, RUDN University

Abstract: The phenomenon of branding plays an important role in the current realities. It is the very thing that determines the perception of customers of a particular company and in the future will be the first step to the development of demand for a certain product. In the course researching this object, it is important to consider not only the history and functioning of branding at the external level, but also within the country. The prospects for the development of branding can largely predict the further development as well as the industry and the life of any company. Therefore, the study of this object can serve as an impetus for the development and promotion of large transnational corporations and smaller companies whose competitiveness and market position are currently at a low level. 

Keywords: branding, brand, consumer, rebranding, company, perception.

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