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Development of a Foreign Image for Brands on Russian Market

Student: Grot Margarita

Supervisor: Yulia Pirogova

Faculty: Graduate School of Business

Educational Programme: Marketing Communications and Advertising in Modern Business (Master)

Final Grade: 10

Year of Graduation: 2016

This research focuses on brand’s forming foreign like image as a technique aimed to raise level of brand attraction on Russian market in nonfood product categories (appliances, apparel, shoes). Within the scope of theoretical research, paper offers a complex approach to Country of Origin concept. Empirical section provides results on quantitative consumer research in shoes product category. In line with research findings brand image management recommendations were formed. Key words: Country of Origin (COO), brand image, consumer perception

Full text (added May 22, 2016)

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