Authors: Larisa M. Kapustina, Dr. Sc. (Econ.), Professor, Head of Marketing and International Management Dept., Ural State University of Economics

Zinaida V. Nesterova, Cand. Sc. (Econ.), Associate Professor of Marketing and International Management Dept., Ural State University of Economics

Tatyana Zh. Solosichenko, Cand. Sc. (Econ.), Associate Professor of Marketing and International Management Dept., Ural State University of Economics

Abstract. The article deals with the issues of stimulating Russian manufacturers to improve the quality of their products and form local brands. The history of creation of a quality mark is discussed; the importance of the mark in raising awareness of a product is underlined and its role in the competition between manufacturers is clarified. The authors provide some techniques applied for promotion of local products in such cities as Moscow, Saint­Petersburg and Tyumen. The paper sets out the reasons behind low effectiveness of the municipal program “Yekaterinburg Quality” which was used in 2003 to boost sales of local products. Using the findings of marketing research, the authors develop an action plan meeting the stated budget based on the brand management concept of raising the awareness of the municipal quality mark and turning it into the instrument for improving the competitiveness of local products which would inform general public about the logo and purposes of introduction of “Yekaterinburg Quality” mark.

Keywords: Yekaterinburg quality, trademark awareness, quality mark, consumer’s involvement, brand promotion