The Brand as a Tool for Agricultural Products Promotion in the Region

DOI

10.2991/assehr.k.200113.036How to use a DOI?

Keywords

brand, region, marketing, promotion, agro-industrial complex, agricultural products, rural areas

Abstract

Strengthening of positions in the agricultural products market creates additional opportunities for the socio-economic development of the Krasnoyarsk territory. In turn, the increase in agricultural production of the region, the expansion of the products range is possible only through the marketing technologies involvement. The brand is the main tool in the promotion of agricultural products, and the branding process is a necessary condition in achieving the goals. The subject of the study is the organizational and economic aspects of the formation of the regional brand of agricultural products in the region. The subject of the research is the organizational and economic aspects of the formation of the agricultural products regional brand in the territory. The object of the research is the food market of the Krasnoyarsk territory, considered at the meso-level. Special attention is given to the analysis of the state and strategic prospects of agriculture development in the Krasnoyarsk territory, to the food brands analysis in the region, to the typology of producers by product and raw materials used. The novelty of the research lies in the development of the authors’ approach to creating the agricultural products brand of the Siberian region, which will distinguish it among a wide range of similar products from other manufacturers through the use of effective tools and marketing technologies.

Copyright

© 2020, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Natalya Pyzhikova
AU  - Tatyana Smirnova
AU  - Kristina Chepeleva
AU  - Zhanna Shmeleva
PY  - 2020
DA  - 2020/01/16
TI  - The Brand as a Tool for Agricultural Products Promotion in the Region
BT  - Proceedings of the Ecological-Socio-Economic Systems: Models of Competition and Cooperation (ESES 2019)
PB  - Atlantis Press
SP  - 178
EP  - 184
SN  - 2352-5398
UR  - https://doi.org/10.2991/assehr.k.200113.036
DO  - 10.2991/assehr.k.200113.036
ID  - Pyzhikova2020
ER  -