Russia grows with brands (December 23, 2022)
Regional brands play an increasing role in the development of the economy of our country. At the moment, Rospatent has detained more than three hundred of them. Such data were announced today in the Federation Council of the Russian Federation during the opening of the exhibition “Regional Brands of Russia”, organized by Rospatent.
The guests of the events were greeted by the sounds of the Kalmyk dombra and the Mari gusli. To the left of the entrance flaunted the unfortunate costumes of the peoples of Dagestan and the Agin Buryats. For fans of the entire cuisine of the regions of Russia, stands with Astrakhan roach, famous Tula gingerbread, Kuban wines, connoisseurs of memorable products – tables with author’s toys from the Kirov, Lipetsk, Tver economies.
In an exclusive commentary to “Expert” by the head of Rospatent, Yury Zubov noted that the creation of a similar exhibition was made possible largely thanks to the Federation Council.
“The personal interest of Valentina Matvienko prompted us to see everyone on New Year’s Eve, as part of the meeting of the Federation Council, which is ending the year. They really are. There are more than 300 applications in Russia today for storage. You could see that 268 appellations of origin, 33 geographical indications – this is what currently forms the basis for the development of this movement further. Currently, we have collected the most famous brands, they are registered. On their basis there are very serious enterprises. For example, in the Vologda region, everyone knows Vologda oil, which is sold everywhere. Yes, of course, this is a premium segment, but it is made in compliance with all principles, only from natural materials, which is why it is so expensive. Nevertheless, we can be sure of it, it is a guarantee of the state, various examinations, a certificate from Rospatent. This is a serious business run by serious entrepreneurs. “You need to get irrefutable evidence in order to promote a product and make money on it,” he said.
Yury Zubov focused on the fact that the idea of registering existing products exists “not for a red word or a tick”, but in order to demonstrate the presence of basic products. “In addition to showing their other producers how their own productions, traditions, crafts, which are passed down from generation to generation by guards, them from the “pirates”. Tell about them to everyone who purchases these products, buys rare products made by hand. These are amazing things, there is nothing similar, and not a single product is ever repeated. This is also the story of the development of events: on the basis of crafts, on the basis of intellectual property, create a business and increase the profitability of the regions, their tourist attractiveness, which is provided with acceptable costs for development,” he said.
The head of Rospatent said that the current exhibition could be a good preparation for creating a holistic series of events to promote the representation of brands. “Recently we were in the Vologda region. And how today the local governor opens an exhibition-fair. He was very imbued with the possibility of developing handicrafts. In general, everything is, of course, all right with this. Here is an example of how to do it. Under the brand “Made in Vologda”, which received the trademark of Rospatent, a serious fair will be held, various products will be presented, not only registered by the guard, but also handicraft,” he added.
Yuriy Zubov confirmed that the time for the growth of the number of applications for brand registration has increased. “Moreover, these properties are not administrative resources. The wider the topic is revealed, the more people are successful in history, the more they want to promote personally, in connection with traditions, in order to find out about it in industry, in the country, all over the world. And there are international registration tools that have recently been passed through legislation that includes Australia’s international brand registration system. Now, in order to promote your brand abroad, you do not need to apply to every country. One application is needed to the intellectual property organization, which allows you to reduce costs, gives you time, and makes it possible to promote both the regional industry and the Russian Federation as a whole,” he suggested.
The head of Rospatent pays special attention to the fact that brand owners are not private owners. “When we talk about internal promotion, we mean that it is in Russia that these features are suspected and their use is necessary. Russia has always been rich in regions, growing with them. Therefore, today it is especially important to become a major observer of the wealth of our people. We sometimes joke that in these 300 brands that are already represented, you can get dressed, have a snack, attract an art gallery. We have everything for this,” he said.
“Of course, no one needs to order, but it is necessary to collect information about the registration process. Especially for this, we posted all the collected data on the spot, made a step-by-step video instruction on how to apply. There are processes of successful rotations. All applications are processed electronically, no documents are returned anywhere, which saves time and effort. And yes, we travel to the regions to meet with manufacturers, artisans, hold seminars, tell them how to get registered. Successful designs are very busy for everyone else. Today, the entire infrastructure for sending applications is in place. Even now there are some in production,” said Yuri Zubov.
Natural color attracts tourists
The correspondent of “Expert” also spoke with the representative of one of the brands presented at the exhibition – the director of the GUK “Center for the Development of the Buryat Culture of the Trans-Baikal Territory” Seseg Norpolova, who demonstrated clothing and headdresses of the Aginsk Buryats at the exhibition.
“When we received an assignment from our senator Bara Zhamsuev, our owners seized the brands, the thought immediately came to mind that we have wonderful, colorful costumes. They have a long history, and now they are even more relevant and exist in the Aginsky district of the Trans-Baikal Territory, ”she said.
According to her, a lot of research, descriptive work was carried out, full historical and technological information about national values was given.
“The work was hard, but very interesting. And so, we registered the brand as a geographical indication. The costumes presented here are fully presented by technology. Usually they are completely made by hand, each detail has its sacred meaning and meaning,” said Seseg Norpolova.
The director drew attention to the fact that the appearance of the project makes it possible to promote the traditional Buryat culture already at the interregional and external level.
“For example, a men’s suit: inside it is completely sewn from lynx fur. Among the Buryats, they hunted and sewed clothes not only from sheepskin, but also from the furs of wild animals, so that it would be warmer. It was lined with all the roads with silks, including Chinese ones. A distinctive sign of the costumes of the Agin Buryats from others is a quadrangular fur ship. This is the most beautiful decoration, perhaps. It is sewn on men’s, children’s and girls’ suits. The headdress was decorated with golden canopies, and silk tassels approached the rays of the red sun. And of course, a mandatory attribute of a man, a symbol of his honor and dignity is a belt, ”added Seseg Norpolova.
She said that traditions and casual costumes never left Buryat life. And now national clothes have become even more relevant.
“People try to sew them themselves, they order them. many different types: for different types of seasons, for holidays. And we all adhere to the tradition and wear them. For example, the women’s suit presented here is my personal one. In the summer we held “Altargana” (international Buryat festival – approx. “Expert”), and I specially sewed it. The awards were given at the houses of masters, who still meet a lot to this day, ”she clarified.
It is curious that the popularization of local events really had a positive impact on the tourist flow. As Seseg Norpolova noted, more and more citizens from different parts of Russia visit the Trans-Baikal Territory with a special year.
“For example, one tour operator from Chita specially brings tourists to the Aginsky Buryat District. We have a lot of branded, cultural, decorative events, guests attend various foreign holidays. This is a very common phenomenon caused by hypersensitivity to regions,” Seseg Norpolova said.