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National Interests: Priorities and Security
 

The Russian exported goods under the umbrella brand: Expectations and reality

Vol. 16, Iss. 9, SEPTEMBER 2020

Received: 8 June 2020

Received in revised form: 25 June 2020

Accepted: 12 July 2020

Available online: 15 September 2020

Subject Heading: ECONOMIC POLICY OF THE STATE

JEL Classification: F10, F13, F14, F40

Pages: 1636–1655

https://doi.org/10.24891/ni.16.9.1636

Medvedeva M.B. Financial University under Government of Russian Federation, Moscow, Russian Federation
mmborisovna@gmail.com

https://orcid.org/0000-0001-7028-9602

Starodubtseva E.B. Financial University under Government of Russian Federation, Moscow, Russian Federation
evdokija59@mail.ru

https://orcid.org/0000-0002-8638-0854

Subject. The restructuring of the Russian exports is a crucial issue of the foreign trade policy. Considering sanctions against Russia, exports can be reshaped with non-trivial methods. The Russian goods can be successfully offered to the foreign market if an umbrella brand Made in Russia is used.
Objectives. The study determines difficulties and opportunities of promoting the Russian goods to the foreign market under the umbrella brand Made in Russia.
Methods. The study relies upon general and special methods of research, such as retrospective, systems and functional structure analyses, observation, classification, tool-based techniques for grouping, sampling, comparison and summary, evolutionary and dynamic analysis.
Results. The umbrella brand Made in Russia was proved to primarily include goods with the international recognition and gradually embrace promising and competitive goods, but not yet well known abroad. The article points out risks of the strategy as the umbrella brand may absorb some toxic regional goods or brands, which offer poor quality goods.
Conclusions. To mitigate basic risks, it is necessary to draw upon the expertise of the Russian local brands and grow a commodity brand. There should be a special infrastructure to support national exporters, including the Russian export center, which should include a special function of foreign trade intermediaries. The foreign trade intermediaries are supposed to practically help national exporters, but also provide training programs for raising the foreign trade knowledge of businesses.

Keywords: brand, Made in Russia, export, national branding, export intermediaries

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