ИСТИНА

This study demonstrates the importance of a high perceived quality for brands and delves into ways for strengthening it, as well as examining the global trends which affect a consumers’ decision, particularly in the Russia. Taking into account these trends, the authors study the factors behind a positive effect on the brands’ perception in Russia and present ways to transform the high actual quality in the perceived one. The findings from different groups analyses carried out on female and young (students) consumers show the specific of global trends implementation in Russia. In addition, the analyses confirm the efficiency of ways for strengthening the perceived quality of brands.