The issues of territorial branding of agricultural products in modern conditions

Abstract

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.

Territory Branding Modelling: Problems and Solutions

“…There are opinions that thanks to the enormous difference between target audiences, starting from tourists and ending with corporations that try to choose a place for their headquarters, the introduction of a single brand for different territories is not only impossible but also useless [7, p. 156]. As a result, a number of authors suggest specialized modelling of territorial brands: an agricultural product model [9], a brand architecture model, in which a tourist brand is offered as the leading brand for the territory [10, p.12].…”

Approaches to Modelling Territorial Brand

“…In our opinion, this model has limited applicability for different types of areas, including regions. Supporting Dinni's point of view that owing to the huge difference between stakeholders and target audiences (from tourists to corporations) the development of a single model of the territorial brand is not only impossible, but also useless (Dinni, 2013: 156), the authors offer to develop models of regional brand components as network structures of the brand (Butova et al, 2019). In our opinion, regional brand models should be tailored to the geographical, natural, economic and social peculiarities of the regions.…”

“…Let us note one more problem: most authors use the models of reputable Western scientists and practitioners to present their own concept of modelling brands of territories or regions without taking an advantage of an approach adaptive to the level of territorial subject; rather they simply replicate the same unified models, as it happens with the model of a territorial brand -hexagon introduced by S. Anholt, which is offered as universal for different regions, too. Meanwhile, the attempts of the authors of the present article to create a model of agricultural production for the Krasnoyarsk Krai based on the S. Anholt hexagon did not lead to any success, so the original model was built (Butova et al, 2019).…”

“…The diversity of goals and problems of territorial branding have caused appearance of opponents of the competitive concept of special branding for different areas in Russia (Groshev, Stepanycheva, 2011) and abroad (Zenker, Jacobsen, 2015). They also reject those authors who go beyond the borders of competitive concept, considering the territorial brand as a tool for stable development of industries and territories (Butova et al, 2019;Dinni, 2013), improving the quality of life of local people to make population diversified, more qualified and satisfied (Dinni, 2013), and to ensure strong political influence in the country and abroad (Anholt, 2007), making people proud of their homeland (Dinni, 2013).…”

Unlocking Potential: Geographical Branding as a Possible Factor of Revitalization of Serbian Villages – A Case Study of the Visok Microregion

“…A well-established brand communicates value and justifies higher price points, allowing producers to capture greater margins and enhance profitability. Consumers are often willing to pay a premium for products with a recognized brand that aligns with their preferences and values (Pay et al, 1996;Butova et al, 2019).…”