Consumer Culture, Branding and Identity in the New Russia

Graham H. Roberts teaches Russian Studies and International Business at the University of Nanterre (Paris Ouest). He is a member of the CECILLE research centre at the University of Lille 3, and an associate member of the REGARDS research centre at the University of Reims Champagne-Ardenne

• Introduction 1. From Red Square to Nike Town: Re-enchanting the retail experience 1.1. Introduction: The curious tale of the giant steamer trunk in the night 1.2. Retailing in Russia, 1885-1991: From enchantment to disenchantment 1.3. Case Studies i) The re-enchantment of retailing in post-Soviet Russia: Privatisation and the arrival of the pre-fabricated kiosk ii) The politics of fast food in the new Russia: From Big Macs to pineapple milk shakes iii) Space invaders: The arrival of IKEA iv) ‘Pleasure domes with parking’: The rise of the mall v) The Russian sex shop market and the branding of Tochka-G 1.4. Conclusion 2. From Superman to the Invisible Man: Imagining the male body in contemporary Russian advertising 2.1. Introduction 2.2. Masculinity in Contemporary Russian Culture 2.3. Masculinity in/and Advertising. 2.4. Key Assumptions and Methodology 2.5. Case Studies i) Back to the (Soviet) future: The Dodge Caliber and the cult of the male body ii) On ‘Russian Ice’ with Sylvester Stallone iii) From abject to subject: Tinkoff’s ‘Zooom’ alcopop and a story of everyday heroism iv) Men’s grooming products and the return of the ‘real’ man: Nivea for Men, the Philips body-hair trimmer and Gillette’s Pro Fusion Glide razor v) The ‘First Time’ with Putin or the lad(y) vanishes 2.6. Conclusion: From superman to the invisible man 3. The Politics of Packaging in Post-Socialist Russia: Labels, Logos, Locations 3.1. Introduction 3.2. Packaging: From shelf space to ideoscape 3.3. FMCG Packaging in Russia 3.4. Moscow and Myth, Moscow as Myth: Past, present and future 3.5. Representations of Moscow on Russian Chocolate Packaging 3.6: Discussion 4. The Final Frontier: Brands and Branding on Social Media in the New Russia 4.1. Introduction: Social Media, Brand Communities and Value Co-creation 4.2. Case Studies: i) Siberian Crown’s ‘Map of Russian Pride’ on Facebook: Collective memories, imaginary geographies, brand identity ii) Levi’s on Vkontakte: Branding’s final frontier? Afterword, or the Cautionary Tale of Diana, Lada, Myusya – and Vlad

'This book is a timely and stimulating addition to the international marketing and consumer behaviour cannon, highlighting sometimes quite spectacular aspects of accommodation, integration and contradiction across social, political and consumerist culture domains. For those who do not understand how business works in present-day Russia, this is where to start.'- Charles McIntyre, Senior Lecturer, Bournemouth University, UK'Roberts' rigorous cultural and historical analysis provides a fascinating and unique insight into post-socialist Russian consumer culture. Laying particular emphasis on the political context in which that culture has emerged, this book will be essential reading for anyone seeking to understand Russia today.' - Philippe Odou, Professor, The University of Reims Champagne-Ardenne, France'Offering rich descriptions and novel insights into the rapid development of consumerism in Russia, this book explores aspects of contemporary society in the process. The author provides a detailed, analytical perspective on the ways in which specific brands and retailers have rapidly become embedded within Russian culture.' - Helen Goworek, Lecturer, University of Leicester, UK"Well organized with a successful balance between case studies and in-depth discussions of brands and advertising campaigns and the use of theory and contemporary research related to various subjects, such as nostalgia and mediascape. {...} It is an important contribution to the field by a prolific writer who has already published extensively on the subject. I can see this book being used by students in communication, marketing, material culture, and fashion studies."- Alla Myzelev, University of New York at Geneseo.