General Director of Made in Russia National Brand Mikhail Sadchenkov and the President and Founder of ZENDEN Group Andrey Pavlov signed an agreement on cooperation at the panel session titled Made in Russia: National and Regional Branding as Tools for Economic Development and Promoting Russia around the World which took place at the St. Petersburg International Economic Forum. ZENDEN Group moved one of its companies office to the Novgorod region. It will become the first regional office of Made in Russia national brand.
"Today was not just a signing of a cooperation agreement. The foundation was laid for a qualitatively new format of informational promotion of the production, export and cultural potential of goods produced in Russia. We were among the first to express desire to support the creation of Russia’s national brand. Today the government does not interact enough with businesses in the sphere of formation of new public-private partnership formats. Everybody is used to thinking and believing that it is true only for infrastructure projects; instead we say it is possible and necessary to do that in all spheres of the economy. The key factor for success in that process should be not only effective interaction, but formation of responsibility of businesses towards the country," said Andrei Pavlov.
According to Mikhail Sadchenkov, General Director of Made in Russia, the agreement is an important step towards the implementation of national communication strategy and Made in Russia brand. "An increasing number of Russian companies come to understanding that national branding today is primarily a system approach, a strategic planning. This is the only way to create effective tools for promoting domestic products and, most importantly, to generate a stable positive perception among consumers, which will eventually lead to positive structural changes in a wide range of economy sectors," said Mikhail Sadchenkov.