Gref told how to build strong national brands in Russia

The head of Sberbank German Gref, as part of the St. Petersburg International Economic Forum (SPIEF-2023), spoke about how to build strong national brands in our country. In his opinion, this is possible only if the brand is managed as an asset.

“In order to grow national brands, you need to set three things as a basic task, without solving which you can’t move anywhere: these are systemic education, a brand-oriented corporate culture and awareness of the brand as an asset that provides a return on investment”Gref noted.

The head of Sberbank also explained why there are few truly strong local brands in the Russian Federation.

“The first reason is the attitude towards brand policy in the education system. If you look at what is studied in special MBA programs, then, unfortunately, we pay much less attention to this than in other countries”he stressed.

Gref added that building a brand also requires constant focus, it needs to be given more attention.