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Russia's Kalashnikov undecided on brand ambassador

September 23, 2014, 16:06 UTC+3 IZHEVSK
Russia’s Izvestia newspaper reported that Kalashnikov Concern has decided not to use Hollywood actor Steven Seagal as its brand ambassador
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Steven Seagal at an arms exhibition in Russia

Steven Seagal at an arms exhibition in Russia

© ITAR-TASS/Artyom Geodakyan

IZHEVSK, September 23. /ITAR-TASS/. Russia's largest arms manufacturer, Kalashnikov Concern, is still “undecided” on who will promote the new brand, the head of company’s press service said on Tuesday.

Earlier on Tuesday, Russia’s Izvestia newspaper reported that Kalashnikov Concern has decided not to use Hollywood actor Steven Seagal as its brand ambassador. In January, Seagal agreed to consider becoming an international ambassador for Kalashnikov-made small arms.

“We are in the final stage of forming the new brand, and we are still not considering the partnership with brand ambassadors. It is not known who may represent our enterprise,” Yekaterina Boni said.

“Our company is changing now, and so do our priorities and approaches to positioning and promotion, we need a more modern image. We still have to decide if we need a brand ambassador as the Kalashnikov brand speaks for itself. That’s why we have to carry out certain researches on the issue,” she stressed.

The Russian firearms producer said in an official statement on Tuesday that media reports that Kalashnikov Concern has dropped plans to cooperate with Hollywood actor Seagal are untrue.

“The US sanctions have by no means affected the decision on cooperating with Seagal,” the company said, adding however that at the moment “no preliminary agreements or contracts have been signed with the actor.”

The manufacturer has confirmed that it has revised its brand concept but has not rejected plans to attract brand ambassadors in the future.

Last week, the head of Russian conglomerate Rostec, Sergei Chemezov, said the new brand and the website of Kalashnikov Concern will be unveiled in mid-November. No budget funds are to be allocated for this aim.

Kalashnikov Concern was established in August 2013 when manufacturers Izhmash and Izhevsk merged and were formally renamed. The company is fully owned by Russia’s Rostec conglomerate.

In July, the United States introduced another round of sanctions against Moscow amid the Ukrainian crisis, freezing exports from Kalashnikov Concern and other Russian arms producers amid the Ukrainian crisis.

The Russian company supplies products to 27 countries, including the United Kingdom, Germany, Norway, Italy and Canada.

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