Brand Positioning Strategies in Russia: Regional Differences in the Importance of Corporate Endorsement and Symbolic Brand Attributes

Abstract

This research examines the regional differences in optimal brand positioning strategies in the emerging market of Russia and offers several important contributions. First, it shows that corporate endorsement of a product category brand has more positive effects on brand attitudes and perceived quality for consumers in St. Petersburg than for Muscovites. Second, the symbolic positioning concept focusing on a brand's international success is more effective in Moscow than in St. Petersburg. Third, certain types of functional positioning concepts are more effective in St. Petersburg than in Moscow. However, the differential effects of functional positioning concepts are likely to depend on the type of functionality involved. The authors hypothesize that these regional differences are due to the discrepancies in economic and consumer culture development between the two cities. Finally, this research provides significant theoretical and practical implications for brand positioning strategies in Russia and more generally in emerging markets.