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Russia is virgin territory for brand building: A bear drinking vodka is core of new branding strategy by Identica, the British brand consultants.

MOSCOW, Apr. 19, 2002. The Moscow Times is reporting that British agency Identica has become first international branding company to set up shop in Russia, to take advantage of the huge untapped potential of products ripe for re-branding. "Local branding opportunities are considerable, but the export opportunities are absolutely huge," according to Michael Peters, chairman and founder of Identica.

Peters said he would not mind re-branding Russia itself in conjunction with the government to help promote the country as a tourist destination....

He predicted that Russia would soon account for 15 percent of Identica's annual turnover worldwide, becoming its biggest market for exportable brands.

You just know Disney can't be too far behind - first vodka, then Mickey Mouse.