“The next set of big global brands will come from emerging countries.” David A. Aaker, one of the world’s most renowned marketing and brand experts, sees large potential for brands from emerging markets and is sure that leading Western brands will face stronger competition from these upcoming global players. globeone’s Emerging Market Brands Survey analyzes the perception of emerging market brands among German consumers and highlights that many of these brands still have a long way to go until they are on eye-level with established global brands. Still, German consumers see potential for future success of these brands in Germany. There are definitely many brands to watch out for. To learn already more about these interesting hidden giants, check out our brand snapshots of the 65 emerging market brands from Brazil, Russia, India, China, and South Korea studied in our survey.

1. Cologne  Shanghai  Beijing  Mumbai  São Paulo  Singapore  Seoul
Emerging Market Brands Survey
Brand snapshots – Russia
August 2013

2. 2
Lada
1966Founded
AutomotiveIndustry
Tolyatti, RussiaHeadquarters
n/aRevenues abroad
Revenues € 890 million (2012)
~ 130,700Employees Source: Lada4you.de
of best-known
Russian brands
in Germany
Source: globeone Emerging Market
Brands Survey
of German
consumers know
Lada
Source: globeone Emerging Market
Brands Survey (aided awareness)
#1 77%
Interesting insights
Lada is a trademark of Russian car manufacturer AvtoVAZ and during the last two decades, Lada cars became a
symbol for city life, particularly in former Soviet bloc countries. Allowing the Renault-Nissan alliance to raise its
stake in Lada-owner AvtoVAZ, Lada hopes to benefit from Renault-Nissan developed technology. This should help it
modernize its cars, which is vital in the face of ever tougher competition from foreign carmakers.

3. 3
Gazprom
Interesting insights
Russia’s Gazprom has been the world’s number one natural gas company since the 1990s. Recently, the company
has increased its efforts to also reach out to European consumers. By strongly increasing its marketing activities in
European football (sponsorships with Germany’s Schalke 04 and with the Uefa Champions League), Gazprom has
become more known to football fans and consumers across Europe.
Source: gazprom.com
1989Founded
Oil and gasIndustry
Moscow, RussiaHeadquarters
~ 70%Revenues abroad
Revenues € 116 billion (2012)
~ 393,000Employees
of best-known
Russian brands
in Germany
Source: globeone Emerging Market
Brands Survey
#2 76%
of German
consumers know
Gazprom
Source: globeone Emerging Market
Brands Survey (aided awareness)

4. 4
Kaspersky
Interesting insights
Kaspersky is a Russian computer security company which has gained a worldwide reputation with efficient
protection solutions. In 2012, Kaspersky won the “Award of Excellence” of the Business Marketing Association.
Updating the rate at two posts per day on social media, Kaspersky kept following the hottest topics on Facebook in
terms of personal account leakage.
1997Founded
Security softwareIndustry
Moscow, RussiaHeadquarters
n/aRevenues abroad
Revenues € 460 million (2011)
~ 2,700Employees Source: kaspersky.com
of best-known
Russian brands
in Germany
Source: globeone Emerging Market
Brands Survey
of German
consumers know
Kaspersky
Source: globeone Emerging Market
Brands Survey (aided awareness)
#3 71%

5. 5
Kalashnikov
1949Founded
DefenseIndustry
Izhevsk, RussiaHeadquarters
n/aRevenues abroad
Revenues n/a
~ 970Employees
of best-known
Russian brands
in Germany
Source: globeone Emerging Market
Brands Survey
of German
consumers know
Kalashnikov
Source: globeone Emerging Market
Brands Survey (aided awareness)
#4 68%
Source: creativereview.co.uk
Interesting insights
Mikhail Kalashnikov designed one of the world’s most iconic firearms and the Kalashnikov brand is thought to be
worth around $10bn. It is now owned by Izhmash, Russia’s largest producer of military automatic sniper weapons.
There are rumors by factory head Konstantin Busygin to extend the brand into household chemicals and other
categories as revenues are suffering due to heavy illegal counterfeit.

6. 6
Aeroflot
1923Founded
AviationIndustry
Moscow, RussiaHeadquarters
n/aRevenues abroad
Revenues € 6.2 billion (2012)
n/aEmployees Source: aeroflot.com
of best-known
Russian brands
in Germany
Source: globeone Emerging Market
Brands Survey
of German
consumers know
Aeroflot
Source: globeone Emerging Market
Brands Survey (aided awareness)
#5 57%
Interesting insights
Being one of the oldest airlines in the world, Aeroflot has embarked on a fleet modernization program, extensive
route restructuring, and an image overhaul. Aeroflot managed to create additional consumer value generated by
products and the brand. The company joined SkyTeam in 2006, becoming the 10th member of the alliance. In June
2013, Aeroflot won the Skytrax-award of best airline in Eastern Europe.

7. 7
Tupolev
Interesting insights
Tupolev is part of the United Aircraft Corporation, a conglomerate combining all major Russian aircraft
manufacturers. The United Aircraft Corporation was founded in 2006 by Russian President Vladimir Putin with the
goal to consolidate all private and state-owned aerospace and defense companies. Having signed a contract with
the Russian government, Tupolev is developing a new strategic bomber for the Russian military.
1922Founded
Aerospace and defenseIndustry
Moscow, RussiaHeadquarters
n/aRevenues abroad
Revenues € 77 million (2010)
~ 15,000Employees
of best-known
Russian brands
in Germany
Source: globeone Emerging Market
Brands Survey
of German
consumers know
Tupolev
Source: globeone Emerging Market
Brands Survey (aided awareness)
#6 44%
Source: tupolev.com

8. 8
Beluga
1900Founded
Food & BeverageIndustry
Moscow, RussiaHeadquarters
n/aRevenues abroad
Revenues € 268 million (2012)
~ 8,000Employees
of best-known
Russian brands
in Germany
Source: globeone Emerging Market
Brands Survey
#7 40%
of German
consumers know
Beluga
Source: globeone Emerging Market
Brands Survey (aided awareness)
Interesting insights
Owned by vodka producer Synergy, Beluga vodka is the leading brand in sales volume in super-premium and ultra-
premium segments. Its export sales increase year on year, due to its promotions in Duty Free shops in 70 airports in
33 countries. Beluga’s image is tied to the slogan “liberty and luxury” and is encompassed by yacht regattas, polo,
art and charity functions. The brand strongly emphasizes its high-class design that is also reflected in its packaging.
Source: sygroup.com

9. 9
Russian Standard
1992Founded
Food & BeverageIndustry
Moscow, RussiaHeadquarters
n/aRevenues abroad
Revenues n/a
~ 20,000Employees
of best-known
Russian brands
in Germany
Source: globeone Emerging Market
Brands Survey
#8 36%
of German
consumers know
Russian Standard
Source: globeone Emerging Market
Brands Survey (aided awareness)
Interesting insights
Russian Standard is one of the top premium vodka brands from Russia. The company was founded by Roustam
Tariko, a Russian oligarch. The legend says that the original recipe for the vodka was developed by the scientist
Dmitri Mendeleev, who was the co-inventor of the periodical system for chemical elements. Today, the brand has a
strong presence in over 75 countries and Roustam Tariko is planning to launch the first online vodka community.
Source: russianstandardvodka.com

10. 10
Rosneft
1993Founded
Oil and gasIndustry
Moscow, RussiaHeadquarters
~ 79%Revenues abroad
Revenues € 77 billion (2012)
~ 106,000Employees Source: rosneft.com
of best-known
Russian brands
in Germany
Source: globeone Emerging Market
Brands Survey
of German
consumers know
Rosneft
Source: globeone Emerging Market
Brands Survey (aided awareness)
#9 10%
Interesting insights
Owned by the government of Russia, Rosneft is the largest publicly traded oil company. After acquiring Yukos,
Rosneft needed to revitalize and modernize their brand identity by becoming a more customer-focused, welcoming
and modern brand. They refreshed the colors in their logo, re-designed their petrol retailing sites in over 1,000
locations, and applied new designs in their corporate identity and business to business communication.

11. 11
Sberbank
Interesting insights
As the biggest bank in Russia, Sberbank has a strong presence in European countries, including Germany with a
branch in Frankfurt. It is Europe’s third largest bank and its strategy is promoting an open and friendly approach to
customers whilst improving on its products and services in a continuous manner. Sberbank has heavily invested in
brand development by handling foreign asset acquisitions and a good online banking system.
1841Founded
FinanceIndustry
Moscow, RussiaHeadquarters
n/aRevenues abroad
Revenues € 23 billion (2012)
~ 286,000Employees Source: Sberbank.com
of best-known
Russian brands
in Germany
Source: globeone Emerging Market
Brands Survey
of German
consumers know
Sberbank
Source: globeone Emerging Market
Brands Survey (aided awareness)
#10 8%

12. Cologne  Shanghai  Beijing  Mumbai  São Paulo  Singapore  Seoul
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