What is the role of brand names in the Russian market?
Several Western companies have developed very strong brand name recognition in Russia. Pepsi has been in Russia for decades, but Coca-Cola has managed to developed extremely good name recognition in only a few years. Procter & Gamble, Heinz, Mars, Maggi, Gillette, Nescafe, Philips, Samsung, Sony, Volkswagen, Audi and other companies all have good brand name awareness now and would probably attribute a reasonable amount of their success to this fact. In other items, from computers to luxury goods, brand name advertising and promotion is becoming increasingly common. However, it is still relatively easy and inexpensive to build a brand name presence in the Russian market.
