“Russia’s Image At Home and Abroad”: The Holmes Reports’ First Round Table

April 24, 2013, 12:00 round table

On April 24th, the Digital October Center presented a collaborative roundtable from The Holmes Report, an independent PR publication, and Ogilvy, a PR agency. This roundtable was devoted to the subject of branding for cities, regions and our country as a whole in order to develop tourism and attract investors.

This discussion, entitled “The Matryoshka Effect: Russia’s Face At Home and Abroad”, kicked off a series of Russian roundtables sponsored by The Holmes Report.

The event was moderated by Arun Sudhaman (editor-in-chief of the Holmes Report) and Andrey Barannikov (general director of SPN Ogilvy). Experts at the event discussed the following issues:

  • How does the image of a country or region take shape in the minds of a Russian or international audience? Achievements and challenges
  • Corporate contributions to building territory brands
  • “Made in Russia”: how do country branding, company branding, and product branding work together? Do they complement one another or detract from one another? How can companies take advantage of the benefits and avoid the risks associated with the “Russian” brand?
  • What does a product’s country of origin give international companies in terms of advancement in the Russian market?
  • How does one build domestic brands abroad?


The Holmes Report series of roundtables utilizes a method that has proven itself effective in the USA, United Kingdom, Singapore, India, and China. This series of roundtables is devoted to the challenges and opportunities associated with developing public relations within the market of a particular country. They feature the participation of high-profile PR specialists representing various economic sectors and industries.

photo gallery

all photos of event


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