The issues of territorial branding of agricultural products in modern conditions

International Scientific Conference «AGRITECH-2019: Agribusiness, Environmental Engineering and Biotechnologies»

农业科学;生态环境科学;生物科学

Butova, T.G.^1 ; Bukharova, E.B.^1 ; Morgun, V.N.^2 ; Pantyukhov, I.V.^3 ; Shmeleva, Zh. N.^3

Siberian Federal University, 79 Svobodny Avenue, Krasnoyarsk

660041, Russia^1

State Regional Center for Standardization, Metrology and Testing in the Krasnoyarsk Territory, Republic of Khakassia and Republic of Tuva, 1 A Akademika Vavilova Street, Krasnoyarsk

660064, Russia^2

Krasnoyarsk State Agrarian University, 90 Mira Avenue, Krasnoyarsk

660049, Russia^3

关键词: Corporate branding;    Efficiency increase;    Market instruments;    National projects;    Overseas markets;    Products quality;    Quality improvement;    Synergistic effect;   

Others  :  https://iopscience.iop.org/article/10.1088/1755-1315/315/2/022097/pdf
DOI  :  10.1088/1755-1315/315/2/022097

来源: IOP

【 摘 要 】

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.