Interbrand Moscow’s Best Russian Brands 2013 has a new #1. Appearing on the Best Russian Brands 2010 report at #30, energy company Gazprom, catapults to the top of the ranking this year.
Two years ago three of the top 15 brands on the list of Russia’s 40 best brands were from the oil industry. Today eight of the top 15 brands are natural resources businesses, either energy companies primarily focused on oil or petroleum, or mining companies.
MTS, Mobile TeleSystems, and Beeline, both telecom companies, were in the first two spots in 2010 and 2008 with MTS at #1 in 2010 and Beeline at #2, a reversal from 2008. Gazprom has bumped them down on the new report to MTS at #2 and Beeline at #3. Fellow telecom brands topping the list include MegaFon at #4 and Rostelecom at #14.
An airline brand enters the report for the first time in the Best Russian Brands report history, with Aeroflot taking the #17 spot. The biggest riser from 2010, Svyaznoy, the handset retailer that expanded into banking in 2010, which came in at #20 drops to #36 this year.
New entrant Norilsk Nickel, a nickel and palladium mining and smelting company, jumps onto the list at #5. Rusal, the world’s largest aluminum company, and Mettalloinvest Management, a mining and metallurgy brand, both enter the ranking at #11 and #15 respectively. Rounding out the list of energy and natural resources brands leading on the list this year are TNK-BP, which Rosneft acquired this year, coming in at #7, Lukoil at #8, Tatneft at #10 and Rosneft at #13.
The only three brands in the top 15 of the list that are not telecommunications brands or operating in the natural resources and energy space are Baltika Breweries, makers of popular beer and Russia’s largest FMCG company, at #9, GAZelle, the commercial vehicle manufacturer, at #12 and the Savings bank of the Russian Federation at #6. Also known as Sberbank, the brand is one of the largest in Europe and offers savings, investment and lending services.
The brand values of these 40 brands are remarkable and demonstrate the strength of this BRIC marketplace. With careful attention to branding and strong leadership, these brands have helped the Russian economy weather the financial crisis. As economist Constantin Gurdgiev has noted on the release of this year’s report, “It is true that Russia has some fantastic brands.”
Amy Edel-Vaughn is Interbrand's Community Manager.