Review of the Program for the Promotion of Russian Products Abroad under the National Brand “Made in Russia”

This article analyzes the concept of national brand in the context of the development of Russia’s image and the implementation of the “Made in Russia” program adopted by the Government in 2025. The study provides a general review, as well as a SWOT analysis of the program, identifies its strengths and weaknesses, as well as opportunities and threats that may arise during its implementation. Particular attention is paid to issues of brand identity, its perception domestically and on the international arena in the context of informational isolation and competition in global markets. The article emphasizes the necessity of a more comprehensive and culturally oriented approach to forming the national brand, as well as the importance of involving citizens in this process and utilizing mass cultural elements to enhance the effectiveness of branding strategies.