Modern trends in consumer behaviour and the new business environment in Russian regions and territories focused on local food production have led to increased attention to territorial branding. At the same time, there are virtually no scientific justifications for territorial branding of food products, which has resulted in a lack of methodological recommendations for product branding by local producers and, consequently, in the inefficient practical solutions as regards territorial branding concepts. The lack of a territorially relevant definition of product branding and criteria for selecting food products for branding turned the authors to their own interpretations based on theoretical research. The testing of the methodical approach coupled with empirical research provided evidence of the correctness of the approach selected and the criteria for consumers’ preferences in choosing food products, in particular, certain groups of food products manufactured in Krasnoyarsk

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.

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Strategic goals of stable development of territories of all levels at the expense of producing competitive goods and increase in export potential of regional producers, as well as the need to improve quality of life, have justified the necessity of using effective technologies for territory branding, which, in turn, requires theoretic solution of some scientific problems in terminological and instrumental areas of knowledge. Current problems of the regional branding as the branding of special areas have got less attention than national and regional branding, which has led to the lack of common concepts and continuation of terminological discussions, and also searching for universal model of the regional branding. Researches done by the specialists in this area have allowed us to know their views on the definition of the term “regional branding” in relation to the need to develop structural models of brands (different for different regions), to consider commodity brands as preferrable constituent parts of regional brands, to develop integrated model of consumer values which form preferences in selection of food products of well-known brands and brands of local producers. In the conclusion of the present work there is a list of problems to be solved in future studies through interdisciplinary approaches

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