Defense Experts To Hold Discussions On Branding Russian Military Equipment

Defense experts for the first time will discuss branding Russian military equipment during the tenth International Exhibition of Arms, Military Equipment, and Ammunition RAE-2015, held from September 9-12.

The topic of branding in the production of military equipment will be discussed during a special round table moderated by Vasily Brovko, head of Rostec’s Department of Communication and Information, the company said in a statement Monday.

Russia has never branded their military equipment although the Kalashnikov and Sukhoi have stood out as brands on their own and people across the globe recognize them as brands.

“The session will be focused on how branding affects the competitiveness of products on the global arms market, how to use the brand for domestic markets, and how the defense industry brand can influence the patriotic education of youth,” according to the statement.

Experts will also explain how weapons such as White Swan, Armada, and Terminator received their names.

The session "Arms branding: A passing fad or a new element of deliberate export policies?” will include representatives of major communications and branding agencies and experts in the field of armaments: Brand TS CEO Alexey Korzun; managing partner of PLENUM Brand Consultancy and member of the Russian Association of Branding Companies Ilya Lazuchenkov; chief designer of Atom Alexey Maslov; Deputy CEO of Agency One Alexander Tsvetkov; and others.