OREANDA-NEWS. June 16, 2008. Yevgueny Plaksenkov, Director General of MIEL Holding, participated in the "Involvement in the Brand" round table discussions conducted by the Kommersant Publishers jointly with MIEL.

The participants in the round table have discussed the issues of re-branding, effective governance and brand promotion, as well as customer feedback. The representatives of leading companies from different market segments shared their knowledge of successful re-branding.

Mr. Plaksenkov spoke about re-styling conducted at MIEL. According to the Holding's Director General, the brand is all about people. Therefore, in order to successfully conduct the re-styling procedure, the Holding Company has been focusing on the employees understanding, adopting, and sharing the corporate values of the MIEL brand. To a great extent due to the above, the change in style and positioning of the MIEL brand was correctly perceived not only by the inside but also by the outside audiences.