The phenomenon of forced post-sanctions brand transformations in Russia

Abstract

The study focuses on identifying and determining the causes of mass transformations of foreign and domestic brands with name changes, which have been taking place in Russia since 2022. The relevance of the research stems from the understudied nature of this complex process in contemporary publications. The various brand transformations taking place in local subsidiaries of foreign companies are unprecedented and difficult to recognize, leading to a confusion of different terms used to describe them in existing studies and media. In addition, domestic brands are also confronted with new challenges and opportunities for renaming, complicating the current landscape of Russian branding. Therefore, a detailed study and identification of the drivers behind the phenomenon of mass renaming accompanied by other brand changes, is required, as well as the identification of different sub-processes within this process and an analysis of consumer attitudes towards the renaming efforts undertaken. The results obtained are important, first of all, for managers of companies operating in Russia, when predetermining their activities in the context of possible emergence of new catalysts for forced brand changes, as well as for evaluating the effectiveness of brand transformations conducted.