"On Tuesday, December 2, Kalashnikov Concern will present its development strategy until 2020 and a new brand for the product line," a spokesperson for Russian state technologies corporation Rostec told RIA Novosti.
The event hosted by Rostec CEO Sergey Chemezov and Kalashnikov Concern CEO Alexey Krivoruchko will be held in Moscow's Central Telegraph.
The representatives of Kalashnikov Concern explained the need for rebranding, saying, "It is impossible to compete with global arms industry leaders without a strong, recognizable brand."
According to the company's press service, the company now has a number of product lines not related to one another. "As a result there is no system of brands and the customer does not get a feeling of unity."
According to Rostec, "changes will affect the visual image of the concern's brand and the structure of the entire product line currently in production."
The creation of the new brand was financed by the company from its own funds, without raising any money from the government.
Recently the company submitted an application for its right to use 3D images of its AK-47, AK-74 and AKM assault rifles. After the registration is completed, the use of images of Kalashnikov rifles for souvenirs and in video games without the company's permission will be illegal.