Russia in the Global World Россия в глобальном мире 2304-9472; e-ISSN: 2949-3501 50 COUNTRY OF ORIGIN CONCEPT IN GLOBAL BRANDING. STRATEGIES AND ISSUES Концепция страны происхождения в брендинге товаров на глобальном рынке: стратегии и проблемы ABABKOVA 03 03 2016 8 571 583

The article deals with international branding strategies based on country of origin concept. Evolution of country of origin concept is investigated. New branding concepts such as country of brand origin and hybrid product are presented. The author also looks into distinguishing features of Finnish goods branding in Russia, the main issues of international branding are revealed.

 BRANDING COUNTRY OF ORIGIN IN BRANDING COUNTRY OF BRAND ORIGIN HYBRID PRODUCT FINNISH GOODS POSITIONING STRATEGY INTERNATIONAL BRANDS PROMOTION IN RUSSIA