Moscow, Sep 23 (IANS/ITAR -TASS): Russia's largest arms manufacturer, Kalashnikov Concern, is still “undecided” on who will promote the new brand, the head of the company’s press service said Tuesday.

Earlier Tuesday, Russia’s Izvestia newspaper reported that Kalashnikov Concern has decided not to use Hollywood actor Steven Seagal as its brand ambassador. In January, Seagal agreed to consider becoming an international ambassador for Kalashnikov-made small arms.

“We are in the final stage of forming the new brand, and we are still not considering the partnership with brand ambassadors. It is not known who may represent our enterprise,” Yekaterina Boni said.

The announcement has no relation to “the sanctions introduced against the Concern”.

“Our company is changing now, and so do our priorities and approaches to positioning and promotion, we need a more modern image. We still have to decide if we need a brand ambassador as the Kalashnikov brand speaks for itself. That’s why we have to carry out certain researches on the issue,” she stressed.

Last week, the head of Russian conglomerate Rostec, Sergei Chemezov, said the new brand and the website of Kalashnikov Concern would be unveiled in mid-November. No budget would be allocated for this.

Kalashnikov Concern was established in August 2013 when manufacturers Izhmash and Izhevsk merged and were formally renamed. The company is fully owned by Russia’s Rostec conglomerate.

In July, the US introduced another round of sanctions against Moscow amid the Ukrainian crisis, freezing exports from Kalashnikov Concern and other Russian arms manufacturers.

The Russian company supplies products to 27 countries, including Britain, Germany, Norway, Italy and Canada.