TRICKS OF THE TRADE:
NEED TO RUSSIFY YOUR BRAND?
By Shane Farrell
Reprinted with permission from AmCham News, September-October 1999. Courtesy of the American Chamber of Commerce in Russia.
For foreign businesses introducing products to the Russian market, how best to “Russify” their brand is a common, yet critical dilemma. Qualitative research conducted by F-Squared Market Research + Consulting for a leading ad agency in Moscow set out to answer this question. Researchers wanted to understand whether imported brands need to be Russified and the best ways to achieve this goal. Other objectives were to discover what constitutes a brand for Russian consumers as well as the perceived differences between Russian versus imported brands.
Last October, F-Squared researchers organized 12 focus groups made up of male and female participants of various ages, looking at brands across numerous categories. They conducted focus groups in Moscow, Yekaterinburg, and Nizhny Novgorod.
Highlights
l The Russian consumer does not really understand what constitutes a brand.
l Quality is the key differentiator between Russian and western brands (western brands are seen as having superior quality). Brand recognition is secondary.
l The appeal of Russian brands depends on the category. For example, food and skin care are two categories where Russian brands are considered strong. Conversely, coffee and perfumes are deemed domains for western brands.
l Associations with Russian brands are linked with products exclusively from Russia and Russian heritage. When asked to name Russian consumer brands, respondents often mention Rossiya, Krasny Octyabr, Kristall, Rot Front, VAZ, GAZ, Yava, and Svoboda.
l As trusted quality is the main branding issue for Russians, the strongest potential is seen for those Russian brands with quality traditions.
l The majority of participants welcome the development of Russian consumer industries, and expect Russian brands to become stronger and more competitive in the future.
l Respondents associate western brands with western heritage, names, culture, and lifestyle.
l Russification of brands is not always necessary; each case should be considered individually.
l Advertising is considered one of the main means to generate empathy with a western brand. In this sense, the Russian way can be understood simply as “culturally relevant” and “nationally correct.” Western ads are appreciated by the Russian audience, if they do not totally contrast with national values and morals.
As well as Russian versus western brands, the researchers looked at dual brands, or brands that combine western and Russian elements such as:
l Russian brands with western image (Wimm-Bill-Dan/J-7);
l Western brands with Russian image (Vodka Rasputin);
l Joint brands: western brands produced in Russia/CIS or by cooperating with local brands (Tetra Pak plus local milk and juices);
l Russian brands produced by western companies or with their participation (Peter I, Sh.O.K).
Again, Russian consumers could not clearly identify certain brands as either western or Russian.
Wholesome Values
In terms of brand attributes, participants were asked to describe a Russian brand, a western brand, a dual brand, and themselves along a number of attributes.
Researchers found that the Russian consumer is more likely to identify with western brands when it comes to attributes such as dynamic, solid, and unique. Wholesomeness is the attribute associated with Russian brands. Thus, “Russification” advertising would probably work best if focused on wholesomeness, a quality identified by most respondents. The most effective approach may be to adapt a brand within Russian culture without changing its identity. This can be facilitated by promotion and advertising, but the major factor is recognition by Russian consumers and wide usage in a Russian way.
To make a successful Russian ad for a western brand, it is not enough to duplicate a western advertising idea within the Russian context—ads should show real Russian people instead of westernized Russians.
However, participants indicated they like to see original western ads along with Russian ads for international brands.
Shane Farrell is a partner with F-Squared Market Research + Consulting in Moscow, Russia.
For more information on the American Chamber of Commerce in Russia, telephone +7 (095) 961-2141, email amcham@amcham.ru, or visit www.amcham.ru.