Tales from Russia – Pride and Consumption

There it was, the new fragrance by Dior® seen everywhere on the streets, in magazines, and plastered on the side of buildings. It was displayed proudly on the living-room armoire. Still in its box, it sat there like a beaming gold status symbol for anyone entering the room to see. While in Moscow, we visited a woman who took great pride in everything she purchased. From a store full of cosmetics stored in the refrigerator and drawers, to a lineup of body care displayed in the entry way, to that bottle of fragrance proudly sitting in the living room, she took great pride in the items she purchased and wanted the world to see them. This woman, like many others we visited, related products and name brands to social status. Much like her desire to have a larger home, move to a more affluent part of the city, and entertain more friends, she related health and beauty products to being successful and took great pride in her accomplishments.

How can everyday brands use marketing and branding along with packaging that elevates the product to being displayed on the living-room shelf? Beyond the transaction and usage, what other factors are playing a major role in emerging-markets consumption behaviors?

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-Contributed by Stephen Moon