System approach to the creation of Siberian brands on the example of adaptogenic drinks from local plant materials

Abstract

The subject of the article is to justify the prospects of using a systematic approach to creating a regional brand. The productivity of this approach is due to the fact that the process of designing a regional brand product as a system is characterized by the presence of a specific set of system-generating, system-forming and system-dependent factors. Their analysis is presented in this article. Features of the application of a systematic approach to the management of the range and quality of innovative products is shown by the authors in relation to the life cycle of products based on vegetable food raw materials with biologically significant active principles.

Approaches to Modelling Territorial Brand

“…The results of the focus group conducted during the study showed that the availability of food purchases within the walking distance, the availability of the shops of all types, excepting pavilions, and the relevant cost of products made by local manufacturers are as important as all other factors. Therefore, the "product availability" factor, proposed by the authors, can also be a basis of consumers' commitment to a particular product brand, albeit it is not the part of the structure (Cronin et al, 2000). This gives reason to the authors to include this factor in the integrated model of consumer values, namely in the structure of preferences in choosing food products from local producers (Fig.…”