International Branding of Russian Industrial Goods in the Markets of Asia, Africa and Latin America
Strong international brands of industrial products have a number of advantages, which include customer loyalty. The process of building an international brand in the market of industrial products begins with the consumer confidence in the brand, which includes five major elements important for the consumer. This article was prepared with the financial support of the Russian Foundation for Humanities within the research project ‘‘Marketing support for industrial goods of Russian origin to the markets of Asia, Africa and Latin America’’ project № 15-07-00042a.