Strategies to Promote Brands in the Realities of the Russian Market since the Beginning of Special Military Operation 2022

The aftermath of the Special Military Operation (SMO) 2022 has brought about substantial transformations in the Russian market owing to the geopolitical circumstances. This study delves into the repercussions of this unforeseen event on brand management strategies within the Russian market, currently characterized by heightened instability, the retreat of Western brands, and the active entry of new contenders from other nations. The primary objective is to scrutinize the strategic adjustments undertaken by brands in the Russian market subsequent to SMO 2022. To accomplish this aim, key tasks were outlined: to explore the fundamental principles of brand establishment and branding strategies, to evaluate brand evolution amidst crises, to examine brand activities in the Russian market amid crises, and to conduct empirical analysis while formulating conclusions and recommendations on brand promotion strategies following the military operation. The outcomes of this investigation offer valuable insights for businesses and brands operating in the Russian market, aiding in comprehending the effects of post-SMO alterations on competitive landscapes, consumer trends, and the general business milieu. The insights gleaned can serve as a foundation for crafting brand advancement and promotion strategies in novel market conditions. This study serves as a valuable compass for marketers, brand strategists, and entrepreneurs, enabling them to tailor strategies to evolving landscapes and effectively tackle fresh challenges.