Since the end of the Cold War in 1990, the former Soviet Union experienced revolutionary changes in society, including the reform and opening up of the market that came with the dissolution of the Union. In particular, a positive outcome was that Russia and Kazakhstan were transformed into a bridge to expand into parts of Central Asia. LG is building customer loyalty by implementing long-term and steady cultural marketing in order to overcome the anti-capitalistic sentiment which is prevalent in the Commonwealth of Independent States, with the aim of growing into one of the leading brands in Russia and the CIS countries.