Peculiarities of International Companies\' Brand Management Strategy in the Russian Market

The present research provides a number of insights both in the theory of international brand management strategy and in the practical aspects of brand management in Russia. Within the framework of the research the generalized branding model is proposed. An empirical analysis of the contemporary Russian brand management environment through the inquiry of brand managers of major international FMCG companies is executed. The main directions of adaptations of international brand management strategy and two distinct sets of brand elements (core and alterable) are revealed as well as the generalized description of brand management strategy in Russia for a company that possesses a strong brand portfolio is proposed. Another contribution is a determination of the main peculiarities of international companies’ marketing mix elements that are employed in Russia.