"Only two years ago, three of the top 15 brands on our list of Russia’s 40 most valuable brands were in the oil industry. Today, however, eight of the top 15 brands are natural resources businesses—either mining companies or energy companies primarily focused on oil or petroleum."
The brand values of the 40 brands on Interbrand’s 2013 Best Russian Brands report are a testament to the resilience of this BRIC marketplace, even as the Russian economy continues to face challenges.
As The Economist notes in its recent cover story on the country’s economic crisis, Russian president Vladimir Putin has made it a goal to boost the country’s standing in the World Bank’s annual “Doing Business” ranking. Moving up 19 spots to 92nd place this year, “Russia improved more in this year’s report than any of its BRICS peers, but it was also the only one to see GDP growth slow significantly,” as The Economist commented.
With careful attention to branding and strong leadership, the 40 most valuable brands are doing their part to help achieve Putin’s goals of making the nation a business powerhouse, even as they’re clearly eager to make even great gains and turn around the economy. As economist Constantin Gurdgiev noted on the release of this year’s report, “It is true that Russia has some fantastic brands.”
Interbrand Moscow’s Best Russian Brands 2013 report brought a shake-up at the top with a new #1. Three years after debuting on the Best Russian Brands report, arriving at #30 in 2010, state-owned energy company Gazprom—the largest extractor of natural gas in the world—catapults to the top of our list this year.
Only two years ago, three of the top 15 brands on our list of Russia’s 40 most valuable brands were in the oil industry. Today, however, eight of the top 15 brands are natural resources businesses—either mining companies or energy companies primarily focused on oil or petroleum.
Mobile TeleSystems (MTS) and Beeline, both telecom companies, occupied the first two spots in 2010 and 2008 with MTS at #1 in 2010 and Beeline at #2, a reversal from 2008. Gazprom bumps them on this year’s report to #2 (MTS) and #3 (Beeline) respectively. Fellow telecom brands topping the list this year include MegaFon at #4 and Rostelecom at #14.
This year an airline brand enters the report for the first time in our Best Russian Brands history, with Aeroflot taking the #17 spot. The biggest riser from 2010, Svyaznoy, a mobile handset retailer that expanded into banking in 2010, drops to #36 this year after debuting at #20.
Click here for more on this year’s Best Russian Brands report.