No abstract

Agriculture plays an important role in the food security and sustainability of people in any country. The sustainability of agriculture can be improved by allowing the introduction of innovative services, such as financial technology (FinTech) and the digital marketplace. A digital trading platform supported by financial technology can transform business processes in agriculture into more sustainable ones in terms of financing and distribution. FinTech offers farmers easy ways to obtain funding sources through crowdfunding and digital payment systems. A digital trading platform can act as a platform for FinTech to integrate an innovative financial solution into the broader agricultural ecosystem. The article proposes a digital marketplace model using FinTech and a crowdfunding and payment system to support agricultural sustainability. The crowdfunding digital marketplace model brings together all participants (farmers, landowners, investors and consumers) in a platform that can promote transparency, empowerment, resourcefulness and public participation in agriculture.

Globalization, accompanied by a continuous increase in competition, complicates the conditions for the development of market relations in the Russian Federation. The priority development territories should have functioned as a tool for industrial and productive reform. These territories and their special economic zones should have become territorial centers of innovative and industrial development. However, it does not happened. The article analyzes some of the main reasons for this situation in Russia.

The article discusses the role and importance of the brand book in the branding system. The structure of the brand book and its key elements are considered separately. The types of brand-books are considered - logobook, standard, guideline and complex brand-book. The ways of developing brand-books are given, depending on the scale and industry affiliation of the company. The brand-books of the world’s leading companies are considered separately. The corporate style and identity are analyzed in the context of the brand book.

The article deals with positioning as an effective branding tool. The classification of positioning, approaches and types to the formation of the image and image of the brand are considered. The main stages of brand creation, the key and most used types of strategies in brand management are considered. Examples of positioning of world brands - leaders in their industries are given. The importance of developing a competent slogan as an important element in the development of a strong brand is considered separately. Brand positioning is a special marketing strategy, the main task of which is to distinguish the company from competitors and to build special trusting relationships with consumers. When developing a brand strategy, leading brands pay special attention to brand positioning, since a competent development and approach to positioning improves brand perception by consumers, directly affects the recognition of a product or product line, and provides feedback to consumers.