Over the past few years, import substitution has turned from a simple word into a unique phenomenon and brand, which was formed not according to a pre-prepared plan, but due to a succession of events and circumstances that had a significant impact on the economic development of Russia.

Being a true product of collective interaction, where the reputation component and the image of the brand are formed by all participants in economic activity, we can confidently say that there is little left of the critical image of 2014-2015. Of course, one can still talk about the existing brand image today, but one cannot deny the tremendous progress in its improvement.

This unique case is an example of how, in a market economy, the brand "import substitution" has become a guide and basis for new forums, exhibitions, round tables, advertising campaigns and products. The collective cost of its promotion is huge, but all of them are within the existing budgets and plans of private and public organizations, just this time, united by a common essence, the efficiency and coverage of them have increased many times.

The creation of such entities in the form of national and territorial brands is one of the most important tasks in the development of the country's economic potential. Today it is necessary to learn how to form global meanings that are attractive to the mass audience.

The Made in Russia brand is certainly one of such senses. Its significance and universality are equally effective in promoting both the country's production, export, cultural and tourist potential, and human capital.

In contrast to "import substitution", the "Made in Russia" brand has even greater prospects in mass communication. Framed by the frame of a single national communication strategy, with the participation of all sectors of the economy, government agencies and top officials, as well as the possibility of using a mirror and universal brand "Made in Russia" for an international audience, the country is able to get one of the most effective tools not only to form its own image, but also to obtain real economic results.

The systematization and harmonization in this case can affect all marketing instruments available to the state. One of them is undoubtedly thematic years. Their inclusion in a single national strategy and the creation of 5-year plans for the industry years under the brand name "Made in Russia" can significantly increase the effectiveness of promotion only through competent media planning with the participation of key speakers from government and business.

It is impossible to implement a project of this scale without the participation of all regions, ministries, state companies and other stakeholders. Today, an alternative approach is required to get out of the traditional comfort zone with uncontrolled spending on media advertising, exhibition activities, business missions and marketing, which no longer solve the key tasks of the state and are unable to do so in the future.

// Made in Russia