How much do Russian brands cost?

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Author: Vladimir Nikolaevich Dominin, Head of Public Relations Department of the International Bank of St. Petersburg; specialist in branding and advertising.



While the Russian branding and branding market is gradually forming, the practice of assessing the value of trademarks in Russia has not sri lanka whatsapp data been established. Even when purchasing large enterprises that occupy a leading position in the market, the brand value is usually not included in the total price.

Marco Milani, managing director of the Italian company MerloniElettrdoomestici, said that "the brand value was not assessed when buying the Stinol refrigerator plant, which controls more than half of the domestic market ." This certainly reduced the overall cost of the deal by millions and even tens of millions of dollars.

In Russia, some of the most valuable brands are old trademarks that have been known, valued and loved by millions of Russians for decades.

Cost of the vodka brand "Stolichnaya" . One of the most expensive Russian brands, apparently, is the vodka brand "Stolichnaya", which has been successfully sold not only in Russia, but also abroad for more than four decades. In the 80s, "Stolichnaya" was the most popular imported vodka in the USA, where its annual sales volume exceeded 300 thousand cases.

During the Soviet era, the Stolichnaya brand belonged to the All-Union Foreign Trade Association Soyuzplodoimport, created in 1966. This association carried out all export-import operations with food products in the Soviet Union.