22 June 2015

The Head of Technodinamika Holding of Rostec State Corporation Maxim Kuzyuk participated in the panel session "Development of Industrial Design and Country Branding as Key Factors for Economic Growth". The event took place on June 20 as part of the Saint Petersburg International Economic Forum. Tinatin Kandelaki, Chief Executive Officer of the Center for Strategic Communications APOSTOL acted as moderator.

In his speech, Maxim Kuzyuk explained why strong brands were necessary for the country today. "In the contemporary competitive world, the fight is not for tens of percent of improved efficiency, not for percents, but for percent fractions, and in such interactions the partner's image is one of the key factors," he said. "This is the importance of the brand, it lets partners make decisions much quicker".

According to Maxim Kuzyuk, a strong brand also solves the personnel issue. "You need the opportunity to attract the most talented and productive people who can work under new conditions, in a team," the CEO of Technodinamika noted. "There are not many of these people but we are fighting for them, and a stong brand is another tool in this fight."

"Brand is an idea and not just a logo or a drawing," added Tinatin Kandelaki while commenting on Maxim Kuzyuk's speech. "Companies need a global idea which unites people."

Technodinamika Holding incorporated into Rostec State Corporation was previously known as Aviation Equipment and changed its brand in March 2015. The Holding's new name does not limit the company to the production of aviation equipment but meets the demands for promoting the full range of its enterprises' products. The new Technodinamika logo provides a clear association with the aviation industry, and the motto "Setting new standards" confirms its development and improvement path as well as its readiness to create skills and knowledge, and to propose industry innovations.

Re-branding has already demonstrated its results: the company has hired more than 50 highly qualified workers from designers to managers who have come to Technodinamika from international companies. Dozens of potential partners, leaders of the global aircraft industry have showed interest in the company at the international exhibitions LAAD-2015 in Rio de Janeiro and Le Bourget in Paris.

For Technodinamika Holding, re-branding has also become a transformation tool: uniting the whole team around joint targets and values: inter-enterprise cooperation has significantly increased after re-branding.

"Today, the brand is a necessary tool in a competitive battle for human, financial resources, the best technologies, preferences from suppliers and the state," stated Maxim Kuzyuk. "I think that a company without a strong brand has no future."

Technodinamika Holding offers design, engineering, manufacturing, and after-sales services of aircraft systems and components. The Holding also produces parts and components for the oil and gas, automotive, transport, and power generation industries. Technodinamika comprises 36 enterprises located all over Russia: in Moscow, Moscow Region, Ufa, Samara, Ekaterinburg, Arkhangelsk Region, and other Russian regions. The Holding is part of Rostec State Corporation.

Rostec State Corporation is a Russian corporation established in 2007 to assist industries in the development, production, and export of high-technology military and civil products and services. The corporation comprises more than 700 organizations that are currently part of 9 holding companies operating in the military-industrial complex and 5 companies operating in civilian sectors, along with 22 direct management organizations. Rostec's portfolio includes many well-known brands such as AVTOVAZ, KAMAZ, Russian Helicopters, VSMPO-AVISMA, etc. Rostec has subsidiaries in 60 regions of the Russian Federation that export their products to over 70 countries worldwide. Rostec's revenue in 2013 amounted to RUB 1.04 trillion. The corporation payed a total of RUB 138 billion in taxes.