Alexander Izosimov, general director at VimpelCom (BeeLine brand)
Photo: Grigoriy Sobchenko
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Cost of Oil Brands Rising on Brent Higher Prices
Interbrand Zyntzmeyer & Lux AG and BusinessWeek Russia are releasing today their second annual rating of 40 brands that are most expensive in Russia. Compared with the previous year, the oil companies clearly dominate in the Top 10, having pushed banks out of it.
This year’s rating of Interbrand Zyntzmeyer & Lux AG and BusinessWeek Russia sets forth ten new brands; of them, three advanced to the Top 10 from the very beginning, having reshuffled it as a result.
No banks could be spotted in the current Top 10, though the past year’s leaders were three cellular giants of the country, three banks, two brands standing for fast moving consumer goods (FMCG), an oil company and a metallurgical company.
In terms of the brand cost, this year’s leaders are BeeLine, MTS, Baltika, LUKOIL, Slavneft, Rosneft, Severstal, Domik v Derevne and MegaFon. The analysts are apparently perplexed by the strengthened standing of oil companies. “Leading positions of cellular operators could be explained; the role of the brand is very high in this category,” said a market analyst of a big FMCG company. But he added that the high position of oils is a puzzle to him, the more so that it happens in time of extremely tough competition on the FMCG market.
“The Top 10 includes companies with their own chains of petrol stations,” LUKOIL briefer Vladimir Semakov specified, attributing it to the absence of equally promoted brands in other categories.
www.kommersant.com
All the Article in Russian as of Oct. 30, 2006
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