Regional brand benefits for companies – Comparison of 2013 and 2015/6

Stoklasa, Michal; Starzyczná, Halina

doi:10.5817/cz.muni.p210-8273-2016-26

Cited by 3 publications

(7 citation statements)

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“…In order to define the concept of "product branding of the territory", we analysed the publications of some authors who use the concept but do not define its essence. They regard the product branding of regional product trademarks within the framework of national branding (Kavaratzis et al, 2005), based on the interaction of regional authorities, manufacturers, retail chains and the public (Stoklasa, Starzyczna, 2016), and rested on product branding measures (Alekseev, 2009).…”

Section: Resultsmentioning

confidence: 99%

“…In the present context, it is needless to say that there are no criteria relevant to territorial brands, which prevents their use in the process of creating a list of food brands for territorial branding. There are separate studies describing the criteria for assessing regional brand advantages (Stoklasa, Starzyczna, 2016). Still, most often criteria are proposed without any adaptation to territorial brands.…”

Section: Resultsmentioning

confidence: 99%

“…Manufacturing companies, in turn, emphasise their belonging to the particular countries, bringing about a phenomenon called "the country of origin effect" (National commodity brands, 2020). Increasing attention to local brands in Russia and abroad , Stoklasa, Starzyczna, 2016, Zenker, 1015 allows us to speak about spatial expansion of the phenomenon and "the place of production effect". This trend will continue, as in Russia the obligatory marking of the place of production has been legislated in the new article "Geographical Indication and Marking of Origin of Goods" of the Civil Code (Civil Code of the Russian Federation, 2020) The new legislation in the area of branding stimulates practical actions to popularise local brands of local territories.…”

Section: Introductionmentioning

confidence: 99%

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Methodological Approach to Forming Criteria for Selecting Food Products for Territorial Branding

Бутова

Demakova

Ulina

et al. 2020

Journal of Siberian Federal University. Humanities &Amp; Social Sciences

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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

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Section: Resultsmentioning

confidence: 99%

Section: Resultsmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

See 1 more Smart Citation

Methodological Approach to Forming Criteria for Selecting Food Products for Territorial Branding

Бутова

Demakova

Ulina

et al. 2020

Journal of Siberian Federal University. Humanities &Amp; Social Sciences

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“…In this segment, there are certain problems and challenges in the field of regional branding. In the context of this article, we single out the main one -the need to develop regional product brands within the framework of national branding (Kavaratzis, 2005) based on the interactions of regional authorities, manufacturers, retail chains and the public (Stoklasa, Starzyczna, 2016).…”

Section: Research Findings and Discussionmentioning

confidence: 99%

Approaches to Modelling Territorial Brand

Бутова

Krotova

Demakova

et al. 2019

Journal of Siberian Federal University. Humanities &Amp; Social Sciences

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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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“…Czech producers may choose from a vast number of labels that signal the product's origin, quality, or organic character (or a combination of these characteristics), with their number having risen significantly over the last two decades [30,31]. Czech food producers have reacted to the lasting trend on the market, increasing their interest in the labels that could become their competitive advantage [32]. However, Velčovská and Hadro [33], who compared respondents' perceptions and expectations of food quality labels in the Czech Republic and Poland, suggest that Czech consumers consider the number of food quality labels too high, finding them confusing.…”

Section: Introductionmentioning

confidence: 99%

Food Labels (Quality, Origin, and Sustainability): The Experience of Czech Producers

et al. 2020

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Food labels allow producers to promote the unique selling points of their products and help consumers buy products with value-adding qualities. The aim of the present article is hence to explore Czech food producers’ expectations and experience with selected food labels. The selection was narrowed down to enterprises that had succeeded in the certification processes within the food labeling systems of European quality and origin labels (protected designation of origin (PDO), protected geographical indication (PGI), and traditional specialty guaranteed (TSG)), as well as schemes that fall under the remit of the Ministry of Agriculture of the Czech Republic, such as Klasa (Česká potravina/Czech food, Regionální potravina/regional food, and BIO). The research was made using an online questionnaire in January–February 2018, and was focused on determining possible discrepancies in expectations that the companies had before applying for quality/origin labels and their actual experience with the labelling systems, the benefits they had gained, and their overall experience with the labels. To compare the respondents’ expectations and their actual experience, both the non-parametric Wilcoxon test and t-test were used. The results show that the respondents positively evaluated the effects of marketing communication, but their expectations had been higher than what they experienced.

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Regional brand benefits for companies – Comparison of 2013 and 2015/6

Cited by 3 publications

References 0 publications

Methodological Approach to Forming Criteria for Selecting Food Products for Territorial Branding

Methodological Approach to Forming Criteria for Selecting Food Products for Territorial Branding

Approaches to Modelling Territorial Brand

Food Labels (Quality, Origin, and Sustainability): The Experience of Czech Producers

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