Free trade and e-commerce erase boundaries for consumers, opening up access to the global market for goods and services. This creates new opportunities for Russian exporters and their products: with the creation of recognized brands, Russian entrepreneurs can create product loyalty for goods and services the world over. What brand attributes should customers gain from the Made in Russia label? How can Russian exporters build recognition in key export markets and what experience from other countries is relevant? What support systems and services should underpin a national brand in order to secure the substantial growth of a value-added good or service?