OREANDA-NEWS. October 11, 2010. A ceremony took place at the Finlyandsky Railway Station in St Petersburg to present the brand of the Allegro international high-speed train, a joint project of Russian Railways and the Finnish railway company VR-Group Ltd., reported the press-centre of Russian Railways.

In launching its new brand in 2007, Russian Railways, as the largest transport company in Russia, demonstrated its resolve to become a market company oriented towards the growing needs of passengers and goods dispatchers. Russian Railways’ rejuvenated brand symbolizes the company’s qualities, accumulated over many years, of craftsmanship and completeness, and also renewal, which is of particular importance. In confirming its own strategic intentions and pledges to the market, Russian Railways is actively developing and launching new projects dedicated to improving the quality of life of Russians and guests to our country.

Despite the complex market obligations arising from the global economic crisis, the partner companies have been able to fully execute their programme to prepare the launch of the Allegro high-speed service between St Petersburg and Helsinki, on schedule. In doing this, Russian Railways has once more confirmed Russia’s commitment to becoming an active member of the club of nations with high-speed transport systems.

International experience of launching such projects clearly demonstrates that the most effective branding strategy is to create a separate brand, with no direct associative link with the brands of the owner companies. This is why Allegro is an entirely independent brand, which will be supported by the Russian Railways and VR brands only during the launch and growth stages.

This form of brand development was chosen because such support is also useful to the parent companies, which have both recently undergone rebranding - as the new project allows them to actively fulfill their pledges to renew themselves. The main distinguishing feature of the project is the parties’ equal status in adopting strategic decisions, both on the project as a whole, and on specific branding aspects. The brand platform is based on an alignment of the values of each of the transport companies, taking into account the cultural specifics of each country, and symbolizes craftsmanship, environmental awareness, and simplicity.