Business Case Studies & Business Publications

Kalashnikov: What's in a Name? (B)

Isabella, Lynn A.,...

Case

Kalashnikov: What's in a Name? (B)

Isabella, Lynn A.; Moore, Marian Chapman; Yemen, Gerry

M-0743 | Published June 26, 2006 | 6 pages Case

Collection: Darden School of Business

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What can you do with a brand name? How can you extend it? What if the brand name is associated with a weapon? The AK-47 had been part of every major revolution over the last 50 years and a mainstay in the armies of more than 50 countries. This weapon was known in many parts of the world as simply a "Kalashnikov," named for the man who invented it. Mikhail Kalashnikov's grandson, Igor Krasnovski, wanted to expand the brand globally with new products. But where to start? This B case reveals that six months after launching a vodka brand bearing the Kalashnikov name, a watchdog group in the sprits industry claimed the product's name was strongly associated with bloodshed and blacklisted Kalashnikov Vodka. Although the high-profile publicity put Kalashnikov Vodka on the lips of numerous potential consumers, Krasnovski began to reconsider what this meant to their future name-branding strategy. This case series provides a compelling backdrop for discussion on brand building, especially for an international market.