"We must constantly tell the world about what we produce, about our companies, products, culture, achievements and successes," said Mikhail Sadchenkov, the creator of the communication project National Brand "Made in Russia".

The development of national brands in recent years has undoubtedly become one of the key trends in export, tourism, culture and business promotion. The search, individualization and development of one's own identity always remains a priority for any nation. Even in the process of formation of common economic zones strong national brands remain dominant, which is clearly seen in the example of Germany, France, Italy and the UK, which is soon to leave the European Union. Known to all Made in Italy, Made in Germany, Made in Britain have been, are and will continue to be as strong national ideas, remaining an element that unites the productive culture, traditions and identity of each country.

On the example of the European Union you can see how for a long time national brands were part of a single system united by the concept of Made in EU, but have not lost their own identity and, on the example of the UK release, showed how important for any country is the preservation of their own national brands.

In Russia, despite all the efforts made in recent years in import substitution, export and business support, it has only recently become possible to talk about creating one's own identity and ensuring effective communication at the state level.

It is no longer enough just to provide conditions for business to operate; the demand for its goods and services must also be met.

Due to the fact that the issues of collective promotion of Russian producers under a single brand have not been given due attention until now, there is a situation when the context of perception of Russian goods and services is within the limits of simple existence rather than quality.

Nobody believes that we can produce goods, go out with competitive non-raw materials export to foreign markets. It is difficult for Russian companies to get into trade networks, it is difficult to enter foreign markets, it is difficult to compete on equal terms with foreign companies due to significantly lower financial and communication opportunities.

And while the government helps with financial possibilities by forming working instruments of support, there are still many unresolved issues with communication.

The creation of a national brand "Made in Russia", catalogues and tools to automate communication between manufacturers, sales offices, partners and consumers should be aimed at forming and concentrating at one point of all international traffic related to Russia and its further distribution in order to increase the turnover of Russian companies, the share of non-resource exports and increase the investment attractiveness of the country.

In implementing this goal, one should not forget about the rapid changes in formats, speed of technology development and perception of information by the younger generation, which require different approaches to the creation and promotion of national brands. Globalization, Internet development and geopolitical environment require revision of the very understanding of "Made in Russia" brand and the need to implement it not as a label or picture, but as an integrated system capable of combining functions of international communication and collective export promotion.

Economic conditions and conjuncture have developed to implement such projects in the best way possible. The forms of interaction between government and business to implement large-scale projects useful for economic development are changing, giving the opportunity to live with bold and unconventional ideas. It is they that have the necessary potential to reduce the lag in different areas and to form a completely different perception of Russia both inside and outside the country.

Today, the majority of schoolchildren and students in the world will answer the question "Do you know something about Russia?" with stereotypes, at best, supported by mass media, cinema, the Internet and television, at worst - nothing. And they are all our future partners, consumers, tourists. We must constantly tell them about the country, business, culture. We should do it consistently, argumentatively and in a competent language to the audience to which such information is addressed. The promotion of identity through industrial, cultural and territorial brands, in this context, is the most successful. In this apolitical and argumentative format, each message is supported by a real enterprise, goods, places and people.

It is for the future audience that we must already decide today whether we will tell them about Russia through existing stereotypes or offer an alternative that can form a new perception.

// Made in Russia