Grigory Dobromelov: Russia as a brand in the world area
Grigory Dobromelov
Saint-Petersburg State University, Department of philosophy, chair of political institutes and applied political researches, post-graduate student, professor;
Centre of empirical political researches of Saint-Petersburg State University;
director of Centre of social and economic examination “Public opinion”;
analyst of news agency “Rosbalt”.
The project is devoted to the perception of Russia as a brand in the world area. At the present time Russia is regarded by the world community as a could, dark state, ruled by KGB. Vladimir Putin officially said that Russia had a problem with its image. Now Russian government is realizing a publicity campaign to correct this image before G8.
In the public opinion poll held in the USA, the Americans mentioned 10 things, which in their mind are connected with Russia. Mostly they mentioned KGB, snow and mafia. The positive associations were by Russian art and culture, but they were only at the end of the list. The results of the poll about Russian brands were worse than the first one. Kalashnikov and Molotov's cocktail were the only two brands, which were mentioned.
There are two main approaches to analyze Russia as a brand. The partisans of the first approach suppose that, present Russia is not the values inheritress of Soviet Union and Russian empire. Therefore we should create it. Other one told about the succession between historical Russia and the present state.
I think that the second approach is more accurate, bur it demands more financial and non-financial resources. It is necessary to elaborate efficient steps with the purpose of correction the perception of the brand. The order of the operation should be the same as in marketing. First we should make a sociological analyze of the brand at the present phase, than we are begin to the stage of working-out of a strategy of adjustment of the brand. At the third step the new stratagy is realized through necessary mass media.
Saint-Petersburg State University, Department of philosophy, chair of political institutes and applied political researches, post-graduate student, professor;
Centre of empirical political researches of Saint-Petersburg State University;
director of Centre of social and economic examination “Public opinion”;
analyst of news agency “Rosbalt”.
The project is devoted to the perception of Russia as a brand in the world area. At the present time Russia is regarded by the world community as a could, dark state, ruled by KGB. Vladimir Putin officially said that Russia had a problem with its image. Now Russian government is realizing a publicity campaign to correct this image before G8.
In the public opinion poll held in the USA, the Americans mentioned 10 things, which in their mind are connected with Russia. Mostly they mentioned KGB, snow and mafia. The positive associations were by Russian art and culture, but they were only at the end of the list. The results of the poll about Russian brands were worse than the first one. Kalashnikov and Molotov's cocktail were the only two brands, which were mentioned.
There are two main approaches to analyze Russia as a brand. The partisans of the first approach suppose that, present Russia is not the values inheritress of Soviet Union and Russian empire. Therefore we should create it. Other one told about the succession between historical Russia and the present state.
I think that the second approach is more accurate, bur it demands more financial and non-financial resources. It is necessary to elaborate efficient steps with the purpose of correction the perception of the brand. The order of the operation should be the same as in marketing. First we should make a sociological analyze of the brand at the present phase, than we are begin to the stage of working-out of a strategy of adjustment of the brand. At the third step the new stratagy is realized through necessary mass media.
posted by A. | 3:52 PM
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