Kalashnikov, Maker of AK-47, Looks to Rebrand

As part its broad new marketing effort, the Russian gun maker Kalashnikov now sends representatives to gun stores across Russia to promote its products, reports the New York Times. At a gun shop in Moscow’s suburbs, Kalashnikov has provided two window displays exclusively for its rifles, and racks and shelves to sell branded T-shirts and shoulder patches. “The idea is to surround the customer with the brand, so he is not tempted to spend money anywhere else,” said a company spokesman. “It’s a very modern approach. Some people want black plastic, some people want beechwood, some people want walnut…No two comrades have the same taste.”