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 development of agribusiness in Russia requires the quality improvement of agricultural products and the market instruments improvement for the purpose of sales growth in all sectors of agricultural products in domestic and overseas markets, providing the efficiency increase of agricultural companies’ activity, the sustainable development and the economic safety of territories in the framework of national projects. The increased attention to the technologies of commodity and corporate branding as tools aimed at improving the competitiveness of agricultural products and producers in modern conditions makes the necessity to use territorial branding relevant. Territorial branding creates a synergistic effect both in ensuring the products quality and the market support for agricultural products. The development of territorial brands of agricultural products is constrained by the insufficient scientific and methodological support, in particular, the brand structure definition. The adaptation of territorial brand models to agribusiness carried out by the authors will help to solve one of the scientific problems and to use it in the practice of territorial branding.

Strategic goals of stable development of territories of all levels at the expense of producing competitive goods and increase in export potential of regional producers, as well as the need to improve quality of life, have justified the necessity of using effective technologies for territory branding, which, in turn, requires theoretic solution of some scientific problems in terminological and instrumental areas of knowledge. Current problems of the regional branding as the branding of special areas have got less attention than national and regional branding, which has led to the lack of common concepts and continuation of terminological discussions, and also searching for universal model of the regional branding. Researches done by the specialists in this area have allowed us to know their views on the definition of the term “regional branding” in relation to the need to develop structural models of brands (different for different regions), to consider commodity brands as preferrable constituent parts of regional brands, to develop integrated model of consumer values which form preferences in selection of food products of well-known brands and brands of local producers. In the conclusion of the present work there is a list of problems to be solved in future studies through interdisciplinary approaches

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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

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 article defines the scientific and terminological problems of researching services in the field of services, the basic problems of the evaluation of services in health care organizations. On the basis of a systematic approach to the category of quality of medical services the article investigates patient satisfaction with the perceived quality of service, shows the role of consumer expectations in the evaluation of the perceived quality of services and finds that the requirements for the service in medical institutions are underestimated. On the basis of studies the authors identify behaviors of consumers of budgetary medical services organizations, develop a model of consumer activities, which differs from the existing ones that along with the economic component the model is complemented with communication components. The approbation of the authors´ model for health care services shows a characteristic pattern of consumer activity of budgetary organizations. The article highlights the factors of subjective judgment of health care consumers in assessing perceived quality. Based on the study of patient satisfaction the authors develop a hierarchical model of the perceived quality of health services, as well as the place of services defined in the model.