Approaches to Modelling Territorial Brand

Abstract

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

Methodological Approach to Forming Criteria for Selecting Food Products for Territorial Branding

“…In order to identify consumer values related to their perception of food quality, which influence their choice of products and which can be used as criteria for selecting products for branding based on the theory of consumer behaviour, a preference criterion was selected (Domnin, 2009) and then a factor analysis was carried out to systemise consumer preferences for factors characterising product quality (Butova et al, 2020).…”

Sustainable financial development of the territory of the Far East

“…The ratio of the amount of sold innovative products to the amount of industrial products Volume of innovative products sold ÷ Volume of industrial products 5% Source: compiled by the authors Investment security of the region is a determining condition for investment activity in the region, and therefore for the effective socio-economic development of both the state and the region [36][37][38][39][40][41][42][43][44]. Carrying out an analysis of the influence of the level of investment security on the indicators of the socio-economic situation of the regions helps to determine that investment security is a factor determining the growth and development of the economy of a particular region.…”