Brand Management Strategy of International Companies in Russia

The subject of my research are three brands that will be investigated and will be interviewed by representatives of two countries, namely Russia and the US: Apple, McDonald's, Danone. The object of the thesis is the peculiarities of brand management strategies of these companies and their relationship with the perception of consumers in the markets of the US and Russia. The problem of my research is the relationship between brand management strategies and customer preferences and their reactions. The aim of the study is to prove this relationship and see the difference in the responses of respondents from different countries about different brands with different brand management strategies. The tasks that were put in order to arrive at the research goal are the following: - Analyze sources of literature about strategies, models and indicators of brand evaluation - Analyze strategies for managing branding of foreign companies both abroad, and in Russia - To deduce from the given sources the recommendations - Form a questionnaire for respondents in Russia and the United States - Give the final results of the study - To give recommendations on the promotion of brands of foreign companies in Russia, taking into account all the characteristics of the country. Since the thesis of a research type, it represents a large volume of analyzed literature of other authors on this topic, the analysis of methods and indicators of brand evaluation, brand management strategy, and based on a new model and indicators, a survey was conducted - a field study of consumers' reactions to Russian and American markets. This work has theoretical and practical significance. The theoretical significance lies in the study of the relationship between the brand management strategy and the perception of consumers in the markets of the US and Russia. Practical significance consists in developing recommendations for foreign companies on the successful development of brands in Russia.