Imagining the new Russia

Interbrand Moscow surveyed Interbrand offices worldwide, asking employees to list their associations with Russia. The majority of colleagues who had never visited Russia tended to associate Russia with the Soviet Union: red, Stalin, power, Kremlin, communism, vodka, and matryoshka.

Those who had visited Russia or knew more about it gave slightly more varied answers. Some of the adjectives listed for the population were friendly, aggressive, melancholy, and intelligent. They described the country as very rich and very poor at once. People also mentioned vodka, cold climate, literature, music, current top politicians, sports, natural resources, and the huge territory of the country.

Interestingly, this research shows that it isn’t just foreigners that have unclear answers to the question “what does the modern Russia stand for?” Russians themselves cannot answer the question succinctly. 

The confusion arises from the conflicting ways in which Russia projects itself to the world and its natives. Long after the collapse of the Soviet Union, Russian consumers were in the state of euphoria. They suddenly had the opportunity to buy desired Western goods. Brands like L’Oreal, McDonalds, and BMW came into focus, demonstrating real brand power. However, when Russian underwent changes in the 1990s—the break even point, being the 1998 crisis, when, due to a rapid, ruble devaluation, domestic producers gained huge price competitive advantages—the euphoria for foreign brands slowly started to fade away. Russian consumers returned to national brands. Beverage brands like Ochakovo and confectionary brands like Bolshevik gained consumer trust.

This trend resulted in nostalgic feelings and a high growth in Russian brands that stand for Russian character and traditions. For instance, a new vodka brand, Zelenaya Marka, which celebrates the design and communications in soviet style, was introduced to the market. Others brands that built on a nostalgia factor included a lemonade (Svyatoi Graal'), chocolate, coffee, and a supermarket (Kopeika and others).

Another assortment of brands tried different approaches. This ranged from westernizing (Alpha-Bank and mobile telecommunication brand BeeLine) to pretended to be a brand of “western origin” in areas in areas where people still believe that Russians cannot develop a product that is comparable in quality to those of the Western world. A good example of this is the tea Greenfield. Its manufacturer, Orimi Trade, from St. Petersburg founded a Greenfield Tea Ltd. company and registered a Greenfield trademark in the U.K. Greenfield is now sold only in Russia, but it is positioned as a British brand. Even all texts on the package are written in English, and all legal information gives reference to companies registered in the U.K.

Other companies, which represent the so-called “New Russia,” have preferred to take a different route. They are trying to reflect the changes in society, country, and people over the last 20 years. These brands tend to underline the Russian origins, of which they are proud. They give their heritage a modern spin, while avoiding any associations their soviet past.

But what’s the basis for this new approach? What are the symbols, what is the language? The “new Russia” companies are using traditional Russian elements as a basis and invent the rest. Russian fashion designer Denis Simachev uses typical Russian khohloma and gzhel patterns in his collection. Bosco Sport, the Russian sportswear brand, also employs cultural patterns with a modern spin. Those who want to portray “new Russia” have to be creative and use their own intuition.

This is particularly challenging given that the Soviet epoch had such strong symbols that reflected very clear beliefs. The image of USSR is one of the best examples of how to build a strong nation image with clear targets and values–although mostly perceived negatively outside Russia. While much has appeared to change since its fall–new influence from the U.S., greater social differentiation among the population, the fall of the bureaucracy–on a deeper level the same thinking prevails. Until a new generation with post-soviet parental influence and education enter the decision-making levels, the middle-tier political establishment will, to some extent, continue to enforce a similar power and way of thinking as the bureaucracy. Although it is safe to say the culture has changed at least a little bit, the modern history of Russia is too short, controversial, and diverse to play a clear and influential role.

At the same time, Russia has, historically, a strong national self-identification and visual language. The Russian Empire used to be the synthesis of monarchism and Eastern orthodoxy. In Soviet times the nation embarked on a messianic journey to build the New Society based on justice and equality. These conflicting ideologies ultimately represent a solid basis for nation’s complicated—and often contrasting—self-identification and culture.

Russia’s approaches to branding mimic the culture’s disparate values and outlooks for the future. The “new" Russian brands are commendable for breaking new ground. By combining all elements of Russian culture and experimenting and attempting to convey the nations’ new ambitions and unique temper, these brands have the potential to reach not just the Russian population, but also the world.

Here's some information about some of these "new" brands.

Baltika

Popular Russian beer brand

Baltika is a famous Russian beer brand. Founded in 1992, now it holds about 13 percent of the Russian beer market, with a 15 percent yearly growth rate. The brand was launched in Europe in 2000, and now Baltika is sold in 40 countries.

The brand is considered to be one of the new Russian brands: successful, modern, up-to-date, and it celebrates its national origin. In Russia it still seeks an own unique image, that could attract more people, and the main component is a feeling of patriotism.

Baltika uses Russian flag, stylized typeface, clearly Russian logo, images of “true Russians”, but interprets it in a modern way.

Bosco sport

Olympic Team sponsor

Since 2002 Bosco Sport has designed clothes for the Russian Olympic Team. Sports are still one of the favorite fields of activity for Russians, where the nation always demonstrates impressive results. This image of Russia has to be fresh, up-to-date and, most importantly, original and distinctive. Bosco tries to do it, while employing Russian patterns, and heroes from Russian fairy tales, such as Cheburashka. However, Bosco is not about picking old Russian motives and using it everythere - Bosco creates its own picture, unique “new old” Russian patterns.

Sportsmen inspire Russian patriotism, and Bosco wisely uses this connection: many people are buying its clothes to show their origin and their approval and support for Russia.

Denis Simachev

Designer 

“I’ve always said, that we should believe in Russia, Russian style, heritage, our past. It is an unending source of inspiration...(Mine is) The only Russian brand which is copied (by foreign designers)” – Denis Simachev, New York Times, 28th November 2007.

Using Russian traditional elements in design, combined with ideas brought by memories of last USSR days and beginning of the new Russia, Denis Simachev created an empire – clothes, bar, wear shops, furniture, and industrial design. And it is all about Russia. He developed a “Russian” iPhone skin with khokhloma, designed a Russian-style BMW, and sold some serious, designer T-Shirts with Putin, matryoshki, and many other things.

Simachev stands for reflecting Russia in his works and showing it to everyone all around the world. He believes that Russia is a unique source of inspiration, and puts at work its motives extensively.

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