Made in Russia: National and Regional Branding as Tools for Economic Development and Promoting Russia around the World
National and regional branding is an important aspect of Russia's economic development. Numerous initiatives have emerged at both the federal and regional levels in recent years, but they have failed to produce significant results on a national scale. The lack of a comprehensive approach to marketing the country is resulting in inefficiency, the waste of public money, as well as duplication of work and services associated with promoting both individual industries and general humanitarian ideas. To address these goals, Russia needs a combination of effective measures to establish an overall national communication strategy, a national Made in Russia brand campaign, and an IT platform to promote Russia's manufacturing, export, tourism and cultural potential, as well as its human capital. How can all these be combined in order to achieve a national communication strategy? What role can national brands play in boosting Russia's economy? How can a national brand be made a source of investment? How should national and regional brands help the development of the economy, and how can effective cooperation between regions to promote the country be supported? What soft power tools does Russia need as part of its national communication strategy?
Petr Lidov, Director of Corporate Communications, Sputnik
Yuliana Slashcheva, Chairman of the Management Board, Creative Production Association Soyuzmultfilm Film Studio FSUE
Alexander Brechalov, Head of the Udmurt Republic
Viktor Evtukhov, State Secretary, Deputy Minister of Industry and Trade of the Russian Federation
Andrey Nikitin, Governor of Novgorod Region
Wang Ping, Chairman, China Chamber of Tourism
Mikhail Sadchenkov, General Director, National Brand "Made in Russia"
Xenia Frank, Chairman of the Supervisory Board, Elena and Gennady Timchenko Charitable Foundation
Front row participants
Andrey Barannikov, General Director, SPN Communications
Gleb Nikitin, Acting Governor of Nizhny Novgorod Region
Andrey Pavlov, Founder, President, Zenden Group
Ivan Cherezov, Head of Sport Projects, Concern Kalashnikov