Sergey Alexandrovich Starov

Professor, Marketing Department

Sergey Alexandrovich Starov

Marketing (BA)

Brand Management (BA)

Brand Management (ЕМВА)


  • Doctor of Science in Economics
  • Candidate of Science in Economics (First Doctoral Degree), Moscow State University, 1987.
  • Specialist Degree in Political Economy, Department of Economics, St. Petersburg State University, 1981.
  • The Duke Program for Manager Development (Executive Program), Duke University Fuqua School of Business, 1994.


  • Marketing
  • Brand Management
  • Sales Promotion


Books, Monographs and Textbooks

  • Brand Management. St. Petersburg: GSOM Publishing House, 2009
  • Starov S.A. Private label management of retail chains: monography. ─ SPb.: The Publishing House of Graduate School of Management, 2013.
  • Starov S. A., Alkanova O. N., Molchanov N. N. Brands, Trademarks and Commercial Symbols as Objects of Company Management  // Vestnik of Saint Petersburg University. Management Series 2, 2012.
  • Starov S. A., Gabisov A. A., Shostka A. D., Cherenkov V. I. Formation of Balanced Private Label Portfolio for Lenta Retail Chain. // Vestnik of Saint Petersburg University. Management Series 1, 2012


Papers in Academic Journals

  • Starov, S. A., Cherenkov, V. I., Gladkikh, I. V., & Kiryukov, S. I. (2020). Own trade mark as a brand. MARKETING AND MARKETING RESEARCH, (2), 104-118.
  • Starov, S. A., Gladkikh, I. V., & Muravsky, D. V. (2019). Research of brand associations for building strategic brand maps. MARKETING AND MARKETING RESEARCH, (2 (136)), 116-130.
  • Gladkikh, I. V., Zamulin, A. L., & Starov, S. A. (2018). Attitudes of modern students toward traditional case studies: exploratory research (Saint Petersburg State University, Graduate School of Management). The International Journal of Case Method Research & Application, XXX (4), 228-239.
  • Starov, S. A., & Gladkikh, I. V. (2018). Historical heritage as an element of the company's brand identity. BRAND MANAGEMENT, (4 (99)), 254-268.
  • Starov, S. A., Cherenkov, V. I., & Kiryukov, S. I. (2018). Trademark license agreement as a branding tool. BRAND MANAGEMENT, (1), 60-78.
  • Starov, S. A., Cherenkov, V. I., & Gladkikh, I. V. (2018). Rebranding: concept, forms, implementation algorithm. BRAND MANAGEMENT, (2), 82-97.
  • Gladkikh, I. V., & Starov, S. A. (2017). Brand price positioning: aspects of the analysis. BRAND MANAGEMENT, (3), 178-190.
  • Zamulin, A. L., Kucherov, D. G., & Starov, S. A. (2015). Employer's brand as a tool for attracting young professionals to the IT sector. MANAGEMENT TODAY, (4), 248-258.
  • Zagorskiy, A. L., Starov, S. A., & Gladkikh, I. V. (2014). Formation of costs for branding of own brands of retail chains. VESTNIK OF ST. PETERSBURG UNIVERSITY. MANAGEMENT, (2), 3-34.
  • Brand Efficiency Valuation in the Modern Marketing Theory // Brand Management. 2010. № 4 (53), 5 (54). P. 216–222; 270–288 (with O. Alkanova).
  • Methodology of Brand Efficiency Valuation // Vestnik SpbGU. Management series, 8. 2009. Vol. 4. P. 130–153 (with O. Alkanova).
  • Brand Positioning as the Key Branding Effort // Brand Management. 2009. № 4 (47). P. 198–211.
  • Verbal Identifiers as the Visual Elements of Brand// Vestnik SpbGU. Management series, 8. 2008. Vol. 4. P. 150–171.
  • Brand: Essence, Functions, Evolution // Vestnik SpbGU. Management series, 8. 2008. Vol. 2. P. 3–39.
  • Brand Loyalty: Classification, Evaluation Methods and Attachment Programs. Vestnik SpbGU. Management series, 8. 2007. – Vol. 2. P. 112–133.
  • Creation and Development of Private Labels for Food Retailers of Modern Russia // Vestnik SpbGU. Management series, 8. 2003. Vol. 4. P. 26–48.
  • Classification of Main Approaches to Brand Valuation in Russian Companies // Vestnik SpbGU. Management series, 8. 2002. Vol. 2 (with V. Vilkov).


Papers in Professional Journals

  • Can the Efficiency of the Case Method be Improved // International Journal of Case Method research & Application. 2009. Vol. XXI, № 3. P. 237–241 (with I.V. Gladkikh).
  • Viral Marketing as Effective Communicative Instrument // Top-Manager. 2008, October. P. 76–79.


Published Cases

  • Ralf Ringer: Testing National Brand’s Competitive Power House. The European Case Clearing House (ECCH). 2010. № 510-059-1 (with I.V. Gladkikh)/
  • Is it Hard to Promote a Provocative Brand for Kids in Russia? The European Case Clearing House (ECCH). 2009. № 509-005-1.
  • Warning: the Treasurer Cigarettes are Dangerous for your Wallet The European Case Clearing House (ECCH). 2009. № 509-025-12.
  • Feel Sympathy for Derzhava: Why Didn’t Russians Like the Candy Brand? The European Case Clearing House (ECCH). 2008. № 508-024-1.
  • Battery Energy Drink: Successful Start What’s Next? The European Case Clearing House (ECCH). 2007. № 507-188-1 (with I.V. Gladkikh, R. Kopp).
  • Diplomat Vodka makes a Break for Premium Class: The European Case Clearing House (ECCH). 2007. № 507-031-8 (with I.V. Gladkikh).
  • Arctica Company: Strengthening Positions in the Market for Ice-Cream (Case) // Vestnik SpbGU. Management series, 8. Vol. 3, 2003 (with V. Akulov).




  • Member of World Association for Case Method Research and Application (WACRA), 2008 ─present.
  • Editor in chief for translation Aaker D. Building Strong Brands. Moscow, 2003.
  • Participation in consulting and educational projects for Russian companies.
  • Member of WACRA, EMAC


Other professors

Olga Nikolaevna Alkanova
Olga Nikolaevna Alkanova
Associate Professor, Marketing Department, Head of Teaching Excellence Lab
Vitaliy Ivanovich Cherenkov
Vitaliy Ivanovich Cherenkov
Professor, Marketing Department
Igor Valentinovich Gladkikh
Igor Valentinovich Gladkikh
Associate Professor, Marketing Department. Director, Case Development Center
Sergey Igorevich Kiryukov
Sergey Igorevich Kiryukov
Senior Lecturer, Marketing Department
Maria Mikhailovna Smirnova
Maria Mikhailovna Smirnova
Associate Professor, Head of Marketing Department. Head of Research Center for Strategic Marketing and Innovations
Sergey Alexandrovich Starov
Sergey Alexandrovich Starov
Professor, Marketing Department
Joan Freixanet Solervicens
Joan Freixanet Solervicens
Associate Professor, Marketing Department
Alina Sergeevna Rucheva
Alina Sergeevna Rucheva
Assistant Professor, Marketing Department
Ekaterina Andreevna Nazarenko
Ekaterina Andreevna Nazarenko
Marketing Department

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