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Materiality of Brands that are Iconic for Russia - Essay Example

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Materiality of Brands that are Iconic for Russia

Most often than not, the stimuli behind materiality that eventually succeeds in getting people make purchase is the desire to satisfy one’s self quest in a way that he or she feels better expressed of his or her identity (Leingbridge, 2003). Iconic brand on the other hand has to do with promotion of a particular brand to reach a level that can be tagged as a brand of national popularity. Drawing the relation between materiality and iconic brand, Holt (2004) explains that “consumers flock to brands that embody the ideals they admire, brands that help them express who they want be. The most successful of these brands become iconic brands.” The Iconic Brand of Russia To a very large extent, Russia operates an open economic market in the sense that, hardly does a particular company or corporate dominate all brands of products in the country (RusMarket, 2011). Russia has different companies and corporations with different brands. There is therefore a lot of competition among brands of all kind – be they consumables, food brands or non-food brand. For any brand to be acclaimed by most of the people in Russia is therefore a great achievement. The achievement of this feat is however not an impossibility. For instance it is common knowledge that the Baltika Beer is indeed an outstanding brand in Russia, worth classifying as Russia’s finest iconic brand. On a personal note, there is nothing more I can do than to agree with the PMR Research (2010), which in 2009 ranked the Baltika Beer as Russia’s

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most popular brand. In typical Russian settings where the need for the use of beer and other drinks are required, it is very difficult not to see Baltika Beer among the beer gathered. Indeed, Baltika Beer has equivalent products and competitors but the PMR Research concluded that “Baltika beer is the most popular brand in Russia in terms of sales generated in 2009.” People around me, especially family relations are a proof to me why Baltika is such popular. This is said because they value Baltika as the most respectable beer for events and occasions; including gifts and so spend a lot of their earning on the beer. Even though I do not fancy the drinking of any beer, the fact that Baltika is adored by many cannot be hidden. There are a number of reasons that can be cited from a national perspective that indeed justify why Baltika has been singled out as an iconic brand of Russia. In the first place, the parent company that produces the Baltika Beer is originated in Russia. For this reason, there is a string passion among Russian populace for the beer partly in solidarity and in an effort to promote patriotism (Pravda, 2003). Russians believe so much in the promotion of their own culture and brand. It is not surprising therefore that the populace would promote Baltika in the eyes of the foreigner and at the expense of other exotic branded beer. Secondly, there is a generally high level of preference for alcoholic products in Russia as the PMR Research (2010) indicates that “alcohol products account for 40% of all of the brands included in the list with five of them listed in the top ten.” The reason for this is numerous including the fact that alcoholic products are highly essential in the performance of various customs and traditions in Russia. The role of Materiality in Promoting
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Summary

Materiality of brands that are iconic for Russia Overview Materiality and iconic brands are very related and interdependent. This is to say that materiality for a certain brand may lead to that brand becoming an iconic brand (Konadu, 2009) whereas iconic brands are promoted through materiality among consumers (Gardener, 2008)…
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