The role of regional industry standardization in the regional product branding system

Abstract

The need to improve regional industrial policies to increase competitiveness of local food products with proven quality and geographical identity has led to demand for new tools for creating and supporting regional product brands. In contrast to product brands, territorial product brands must be carriers of not only values of producers, sellers and consumers of goods, but utility for the region as a social and economic system as well. The study presents the rationale for integrating regional industry standardization into the product branding system as a tool for managing the quality of locally produced products that claim to become regional product brands and locomotives of an integrated brand in the region. The content and objects of regional standardization were determined based on the method of a targeted study of the region’s population needs by offline survey method, as well as the possibilities and needs of the region by a comparative analysis of legal documents, scientific publications and analytical reports. Based on the systematization of key aspects of consumer perception of food products, regional utility and export potential of products, a model for integrating regional industry standardization into a regional product branding system is proposed. The integration model application will reduce the risks of inefficiency of regional industry standardization and the system of local producer’s food products branding, developed and implemented as a part of the regional industrial policy.