Commercial business in Russia has originated in the 90-ies, with the collapse of the Soviet Union. Companies that emerged at those times might have developed their brand images to attract clients at the launch. However, the audience’s needs and interests have changed radically, and so has the reality. This is just one of the reasons that describe the necessity of a brand platform development.
Another one would be rising competition at all markets, both traditional and technological ones. Features are copied and implemented at high speed. The audience does not see the difference between brands, goods and services. A platform can broadcast both the pragmatic essence of the brand and its emotional side, thus attracting users.
A ready-made brand platform is the fundamental element of all communication solutions: naming, identity, strategy, creative development.