Modern trends in consumer behaviour and the new business environment in Russian regions and territories focused on local food production have led to increased attention to territorial branding. At the same time, there are virtually no scientific justifications for territorial branding of food products, which has resulted in a lack of methodological recommendations for product branding by local producers and, consequently, in the inefficient practical solutions as regards territorial branding concepts. The lack of a territorially relevant definition of product branding and criteria for selecting food products for branding turned the authors to their own interpretations based on theoretical research. The testing of the methodical approach coupled with empirical research provided evidence of the correctness of the approach selected and the criteria for consumers’ preferences in choosing food products, in particular, certain groups of food products manufactured in Krasnoyarsk
The main goals of agro-industrial complex development are determined by the growth of production volumes, competitiveness and export of food products. Determination of state support for local food producers to increase quantitative indicators reduces the effectiveness of these measures, which requires their improvement under conditions of increased competition in food markets. One of the topical areas of state support is local products’ branding as a part of place branding. The article presents the results of a study of consumer satisfaction with the quality of food products of regional producers based on the authors’ methodology, which made it possible to identify product groups with the potential for their transformation into brands. Based on the results of desk and field research, it has been proven that consumer satisfaction with food quality is the basis for improving state support for local producers.
The evergrowing competition of countries, regions, cities and the increasing demands of the population for the quality of the surrounding environment called for the creation and maintenance of positive image and reputation, the main constituent of which is the branding of territories. Effective use of branding in the economic development of any territory is hampered by the lack of generally accepted scientific definitions of concepts and models of a territorial brand with the unceasing discussions in the scientific and professional circles about approaches to determining the essence of these concepts and models. The prevalence of some theories leads to the conceptual problem, when the territorial brand gets meaningfully different definitions. One of the ways to solve the problem is to use an interdisciplinary approach that integrates relevant theories of economic and sociological sciences. 1. Introduction
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