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Issue № 68. June 2018

State Communication Support of Russian Goods to Ensure Their Competitiveness on the Internal and External Markets

Irina V. Loguntsova, Irina V. Malkova

Irina V. Loguntsova — Ph.D., Associate Professor, School of Public Administration, Lomonosov Moscow State University, Moscow, Russian Federation.
E-mail: latuton@yandex.ru

Irina V. Malkova — Ph.D., Associate Professor, School of Public Administration, Lomonosov Moscow State University, Moscow, Russian Federation.
E-mail: malkova@spa.msu.ru

Increasing competitiveness of national goods is one of the key nationwide objectives which is not only economically but also politically important. Achieving this objective while considering the specifics of the modern market is not possible without active marketing communication, creating brands which provide goods with stable competitive advantages by creating perceived quality and adding value. The article outlines the need and describes communication channels and instruments of state support of Russian producers within the country and abroad, including already existing and implemented national umbrella brands and suggests directions for further state activities in promoting the best examples of national economy products.

Keywords

State communication support of Russian goods, competitiveness of goods, Russian brands of goods and services, national umbrella brands, country export brand.

Comments:
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