Dmitry Nagiyev will become a brand – Kommersant FM
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Dmitry Nagiyev will create his own brand. The TV presenter filed an application with Rospatent to register his name as a trademark, Vedomosti reports. If the service approves it, Nagiyev will be able to produce perfumes, cosmetics, clothing, as well as shoes, jewelry and watches under his own brand.
Previously, the TV presenter did not have trademarks, he only participated in collaborations. In particular, in 2023 he presented a collection of bags and sunglasses together with the leather goods brand Julia Fom. What are the prospects for Nagiyev’s brand?
General Director of the Infoline agency Ivan Fedyakov suggests that products under the name of the TV presenter can occupy their niche: “It is obvious that Dmitry Nagiyev registers the brand in order to position products in the middle and higher price segment. He is not just one of the most popular TV presenters, but probably one of the most media personalities in the Russian space. Therefore, there is no point in wasting money on some mass market. By and large, there is practically no brand significance there, and consumers are ready to buy no name, as long as the product is affordable to them.
If we are talking about the middle price segment, then the importance of the brand is much higher. It is he who has the very added value that forms the profitability of the project. At the same time, this is not a premium segment, where there are long-established brands with a long history, it hardly makes sense to compete with them.
If we talk about the finances that will need to be raised, then brand promotion is associated with quite serious advertising costs, the budget will mainly be determined by this. It could be hundreds of millions of rubles, perhaps billions, but much depends on the ambitions of the organizer of this project. How regionally limited will it be, will it be designed only for St. Petersburg and Moscow or focused on the entire country.
I don’t see any big problems in achieving self-sufficiency with a rational approach. Some niches, such as clothing, shoes, cosmetics, jewelry, have fairly high margins. A good, well-known name and product quality in which the consumer will not be disappointed can quickly bring the project into conditions of positive profitability.”
Dmitry Nagiyev himself, however, has not yet commented on the filing of the application with Rospatent. According to Kommersant FM’s interlocutors, most likely, the showman will not develop business in all declared classes at once, but will concentrate only on a few categories. The success of Nagiyev’s brand will also depend on correct naming, says Gleb Sakhray, managing partner of the PRT agency:
“It’s very rare that a person’s positive publicity is extrapolated to their brand. You need to clearly understand what your strengths are, other than your name. For example, if we are talking about clothes, then who will be the designer?
A good example of such a story is Black Star, this is a sonorous label that is definitely suitable as a naming for clothes, cafes, etc. Another example is Garik (Bulldog) Kharlamov, who launched the hot dog Bulldog. Bulldog is a good brand for a diner. But so far in Russia there are not such a large number of such successful cases.
As far as I understand, Dmitry Nagiyev does not have a nickname that would at the same time be a cool advertisement for clothes. If someone says, “I wear Dmitry Nagiyev jeans,” it will sound strange. And what anagram or pseudonym he will come up with is a big question.”
In the spring of 2022, Nagiyev went on sabbatical and refused to participate in several television projects. Last year, the artist returned to filming. According to media reports, six films starring him are at the production stage. In addition, the showman remains an MTS ambassador.
Everything is clear with us – Telegram channel “Kommersant FM”.
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