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