Last but not least: Increasing sales with Vladimir Putin
In Russia, politicians' names are worth a fortune as brand names. A canned food manufacturer now hopes to triple its sales using the current president's name. Right-wing populist Zhirinovsky has been doing the same with his own name for years.
In the past, statesmen could become eponyms for states, cities, roads, even garbage dumps, poisonous plants or diseases, depending on their popularity. Times are changing, and a different fate beckons for the modern politician. In the brand world, he becomes the namesake for alcoholic beverages, cigars, weapons systems - and, more recently, eggplant ragout in a tin can. This is what happened to Russian President Vladimir Putin, whose name now adorns a wide variety of food products in Moscow supermarkets. The RKK canned food factory produces this new line, which is expected to triple the company's sales this year, according to General Director Sergei Sokolov. Businessmen like him use the frequent mention of politicians in the media to better sell goods with or without their approval. The right-wing populist politician Vladimir Zhirinovsky even makes money himself with his name, which has been protected as a trademark for more than ten years. The value of Zhirinovsky's cigarette, mayonnaise, tea, vodka and chocolate labels is estimated by the Russian trademark protection company Z&G at up to 3.6 million Swiss francs.
Putin himself is not suspected of making money with his name. He also doesn't seem to mind that his name is used for this purpose. Perhaps this is due to an unspoken compromise; the Kristall spirits factory publishes the vodka "Putinka," and the cans in question are not labeled "Putin" but "Puin," albeit with a sword easily readable as a T between U and I. Perhaps Putin also understands the commercial use of his name as a devotional trade translated into the world of brands. However, he might still have to ask himself whether he wants to go down in history alongside a George Washington and a Simón Bolivar as the namesake of an eggplant ragout in a tin can.
Putin himself is not suspected of making money with his name. He also doesn't seem to mind that his name is used for this purpose. Perhaps this is due to an unspoken compromise; the Kristall spirits factory publishes the vodka "Putinka," and the cans in question are not labeled "Putin" but "Puin," albeit with a sword easily readable as a T between U and I. Perhaps Putin also understands the commercial use of his name as a devotional trade translated into the world of brands. However, he might still have to ask himself whether he wants to go down in history alongside a George Washington and a Simón Bolivar as the namesake of an eggplant ragout in a tin can.
