New Approaches to Regional Branding through Green Production and Utilization of Existing Natural Advantages

Abstract

The chapter aims at the identification of existing natural, environmental, and rural resources that have worked together to promote the individual brand of Stavropol Region as a producer of green agricultural commodities and food, as well as a resort area, attractive by its unique environmental conditions. The perspectives of the development of green production are accessed in order to exploit existing regional resources in the long term, encourage local/regional producers and stimulate their economies, which is vital to quality of life in the countryside and a balanced development of rural and urban areas. Special attention is paid to the elaboration of possible ways to increase effectiveness of natural management as an approach to improve the competitiveness and sustainability of rural economies whilst at the same time opening up alternative employment opportunities for rural people.