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Government Decides to Develop "Made in Russia" Brand

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The government will intensify the development of the "Made in Russia" brand for Russian goods. According to a number of media reports, the project management concept presentation will take place in December 2016.

Sources in the Ministry of Industry and Trade of the Russian Federation, which is one of the developers of the concept, told Izvestia about this in their comments.

"We are working on a complex interdepartmental project "Made in Russia", within the framework of which it is planned to create a system to manage the effect of the country of origin for Russian goods in the domestic and foreign markets".

The project will create a common catalogue with information on Russian commercial and cultural brands, exporters and their products.

Three possible options are being considered as elements of the country of origin effect management system for Russian goods:

● the use of a single mark "Made in Russia" as a carrier of ideology common to producers and consumers (the brand emblem is a mixture of bar code and birch bark);

● development of the practice of creation and coordinated promotion of strong regional food and non-food products, as well as development of the institute of appellation of origin;

● using the opportunities of regional, exhibition and industry quality marks, as well as other projects to support local producers in the regions of Russia.

Mikhail Sadchenkov, General Director of the "Made in Russia" project, noted in an interview with Izvestia that it is necessary to use the whole range of the above proposals considered by the government:

"Under the single brand of "Made in Russia" it is necessary to build a system of effective communications, which would allow us to promote it to the audience in the foreign market. There may be non-financial support at the government level. This is marketing and promotion. Now the government invests a lot of money in various media and websites that are targeted at foreign audiences. If such resources are consolidated and used as an additional tool to promote and reach the audience, we could achieve significant results.

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