Creation Of Brand Research Articles

Creating market opportunities in rural areas through the development of a brand that conveys sustainable and environmental values

Abstract The dehesa is the most widespread agroforestry system within the European Union and provides an important set of provisioning, regulating, and cultural ecosystem services. However, these systems have been in decline for a number of years, to a great extent because of their lack of profitability. Among the different options available to add value to agroforestry systems such as the dehesa and make them more profitable, the development of brands that would help consumers identify the products they generate is one of the most promising alternatives. In this way, the value of dehesa products would be enhanced and the revenue obtained from them increased. However, whilst such products are locally appreciated, a challenge exists in so far as neither national nor international consumers are able to identify dehesa products and therefore they are not willing to pay a premium for them. In this context, the creation of an umbrella brand covering the products derived from the dehesa is considered to be useful for boosting revenues in dehesa systems. This piece of research used a qualitative approach combining discussion groups with projective techniques during a series of workshops to identify relevant branding concepts and imagery for dehesa products. The findings showed that the term dehesa is recognised and appreciated by consumers, although it is associated with traditional and expensive products. It was also found that in order to make the brand more attractive to more consumers -especially younger consumers-additional concepts such as “sustainability” and “socially-responsible” production need to be incorporated in the branding. Imagery displaying forests and other environmental motifs were found to be the strongest graphical means of depicting these concepts within the brand design. It is considered that these findings could help enhance the demand and revenues associated with dehesa products and sustain the benefits they provide for the environment and for society.

Frugal innovation enablers: a comprehensive framework

PurposeThis paper aims to propose a framework for the dimensions of frugal innovation enablers in small and medium-sized enterprises (SMEs).Design/methodology/approachA mixed research approach has been applied. First, by a comprehensive literature review, the most important factors influencing frugal innovation have been identified. Then, an interview has been conducted with 18 experts who were selected by snowball sampling method. In the next step, all identified variables have been modified in a questionnaire with 48 factors, which were distributed to 200 employees and managers of SMEs in the home appliance manufacturing industry of Isfahan province, who were selected by non-random sampling. Data has been analyzed using SPSS-25 software for exploratory factor analysis.FindingsFindings indicated that the most important enablers of frugal innovation are world-class design, human aspect, marketing, support, knowledge, social aspect, prototyping, cultural aspect, environmental aspect, distinct brand creation, core functions focus, local R&D, cost-cutting business model and low-cost production.Practical implicationsThe proposed framework provides an effective basis to managers and decision-makers in the field of frugal innovation to evaluate their capabilities in implementing frugal innovation, the results of which are helpful in developing a roadmap for achieving frugal innovation in SMEs and particularly in home appliance manufacturing companies.Originality/valueThe comprehensive framework of this study has not been applied, developed or studied in the literature. The proposed framework provides new insights for future studies on the subject of frugal innovation, e.g. investigating the influence of frugal innovation on frugal innovation performance.

The Social Construction of a Postmodern Industry: the Wedding-Planning

A personal event, such as onomastics, marriage, anniversary of important events in life, etc., facilitates the creation of a personal brand through which the individual is favorably exposed to the close persons transformed into an audience who receives a message about the person's existence and insertion in his / her social environment , allowing the individual to create and maintain a public image of their close friends. The phenomenon of the industry development of private events, including the wedding, from the perspective of commercialization of private life, is analyzed as a result of the post-industrial society. Deprivation and marchetization of domestic activities is one of the most important elements of emancipation of women who no longer have to carry out unpaid domestic activities but also to modernize the family, breaking apart from the extended family and externalizing the support function.

Incertidumbre en el reconocimiento de marca turística: caso Gualivá en Colombia

La provincia de Gualivá es un destino turístico por excelencia, que ofrece una gama de atractivos y actividades turísticas provenientes de su ubicación y geografía, lo que posiblemente la convierte en un producto destacado de Colombia, que cuenta con una variedad de servicios y experiencias turísticas y culturales de significativo potencial para la comercialización de sitios y proyectos turísticos. Este artículo presenta el desarrollo y la construcción de una marca que respalde la provincia como producto turístico, la cual posteriormente debe darse a conocer en el marco del club de productos turísticos de la región de Gualivá en el departamento de Cundinamarca; dicha marca potencia los recursos turísticos a partir de los cuales se pueden formular experiencias turísticas novedosas en la creación visual de una marca sombrilla y las marcas de subproductos propios, las cuales fueron sometidas a diferentes pruebas a través de mesas de trabajo con la comunidad (grupos focales) y consultadas mediante cuestionarios semi-estructurados que facilitan a través del análisis estadístico la evidencia de la importancia de este tipo de pruebas en el diseño marcas, antes de proceder al lanzamiento a nivel local, departamental, nacional y con proyección internacional.

Науково-теоретичний зміст бренд-стратегії торгового підприємства

The study notes that the activities of commercial enterprises are constantly becoming more complex, as it is influenced by factors related to economic crises, unstable economic environment, globalization of the economy and digitalization processes. All this causes changes in existing approaches to managing domestic enterprises. In this regard, the expediency of using the brand and brand strategy in the activities of a trading enterprise to ensure its competitiveness and market position is justified. The purpose of the study is to determine the scientific and theoretical content of the brand strategy of a trading enterprise. Approaches to defining the concepts of brand and brand strategy are considered and generalized, as a result of which it is determined that in the scientific literature there is no consensus on their interpretation, due to the semantic ambiguity of the characteristics of these definitions. The features and essence of the brand from the standpoint of subject, functional, emotional, cost-oriented and integrated approach are identified. The author's position on the expediency of defining the concept of brand taking into account the integrated approach is substantiated. The brand strategy is characterized as an orderly set of measures designed for the long term, the implementation of which is aimed at: increasing the popularity, demand for the company's product among consumers by forming an appropriate image, ideas, associations, expectations about it; increasing the value and competitiveness of a product or service; development of the trade enterprise as a whole. The stages of formation of enterprise strategy, creation of brand and brand strategy are generalized, their features in the context of activity of trade enterprise are defined. It is proved that the development and implementation of brand strategies in the framework of strategic management play an important role in the development and formation of the image of a trading company, which requires additional research on practical aspects in the theoretical plane.

Doświadczenia przeszłości a współczesny wizerunek marki Nowego Jorku i Singapuru. Analiza porównawcza

The city's brand has become a huge non-material resource that exerts an influence on its competitive advantage and the power of its impact. The article presents the experiences of the past in making city brands. New York and Singapore have been selected as examples. Those cities are among the global metropolises that have changed their image by creating the city brand. The aim of this article was to investigate the role of city branding as a factor which stimulates its development, compare the marketing campaigns of the given metropolis and analyze theirs methods of creating a positive city brand. The analysis showed that the high standard of living as well as the interest of investors and tourists in New York and Singapore consists of many factors, such as infrastructure, nature and environmental protection, the city's presence on the Internet, feeling of safety, and even the city's atmosphere with feeling of pride in being a resident of a given city. For those metropolises, building their own brand using the experience of the past has become one of the key factors for the city's development, and economic and cultural growth. Their high position among cities around the world, can prove how important city brand is. Over time, the logo replaced the emblem of the city and became its symbol. The indicated solutions may help in the creation of strong city brands for developing cities. Given this need, the topic remains current.

КЛАСТЕРНА МОДЕЛЬ ОРГАНІЗАЦІЇ ТУРИЗМУ В РЕГІОНАХ УКРАЇНИ

Introduction. An important task for the sustainable economic development of Ukraine is to update the structure of the economy and strengthen of innovation . Services are amounted for more than half of the GDP of Ukraine. Global trend of services is going to grow in the future. The development of tourist and recreational services in Ukraine does not competitive for potential and growing needs of domestic and foreign consumers. Tourism and recreation policy are been a problem for intensification competitiveness of economy, level of employment and income. Purpose The research task - is to analy z e current trends in the tourism industry in Ukraine and in the world. Important task is to formulation of strategic objectives of the policy of f tourism clusters formation in the regions of Ukraine, determination of measures of anti-crisis regulation of the industry in the modern conditions. Result The features and advantages of the cluster model of tourism business organization are analyzed, the conclusions on the implementation of such a policy in foreign countries are generalized. The key tendencies of development of the tourist branch in Ukraine are investigated, the list of specific features of tourism in the regions of Ukraine is formulated, their positive and negative consequences, directions of overcoming of the specified restrictions are outlined. The necessity of providing macroeconomic conditions of effective cluster policy in the regions of Ukraine is substantiated, the tasks for strengthening the level of interaction and partnership in the branch are formulated. In this article was identified the main global challenges of the current economic and epidemiological situation, their impacting on the tourism industry in the international dimension. The biggest threats to the resumption of tourism in Ukraine are outlined, management measures are proposed to resume the development of the industry and the formation of tourism clusters in the regions. Originality The effectiveness of the policy of support for cluster initiatives in European countries is studied, the target priorities are identified: increasing the economic competitiveness of the cluster and its members; creation of a joint tourist brand; inclusion of tourism development in the regional strategy; stimulation of researches and innovations in creation of tourist packages, their marketing; inventory of events and traditions of the region; identification and promotion of routes and tours; improving the professional skills of tourism staff, etc. Trends in the development of tourism in Ukraine, in terms of inbound and outbound, analyzed the limitations of the competitiveness of domestic tourism. Possibilities of diversification of tourist services, in particular - prospects of tourist services for the purpose of leisure, rest, treatment are estimated. Changes in the regional policy of formation of tourist clusters under the influence of decentralization reform in Ukraine are determined. In this article was identified the measures and tools of a managerial direction, which was targeted for restoring and developing of the tourism industry in the post-crisis period. They are aimed on strengthening cluster’s policy. The necessity of changes in tax and organizational and economic support of tourism development, improvement of the national transport system and logistics, expansion of stimulating policy at the local level is substantiated. Conclusion The formation of effective tourism clusters is one of the tasks of regional policy. The cluster model of tourism development solves the range of important and related tasks. In addition to the main goal - the formation of competitive effective specialization of the territory, it provides cross-sectoral cooperation - government, business and community. The benefits of enhanced interaction are reduced transaction costs for cluster members; strengthening the responsibility of participants for the decisions they make in view of the close cooperation with cluster partners, which are also business partners; growing responsibility for building the economy of their own region and protecting the interests of their community. The practical consequences of the development of tourism clusters are the formation of a long-term development policy of the territory by justifying their strategic goals.

Locus branding as a reflection of the geocultural space characteristics (the linguistic and cognitive aspect)

«Вестник Санкт-Петербургского университета. Язык и литература» — научно-теоретический журнал, публикующий научно-исследовательские статьи и критические научные рецензии на русском и английском языках, призванные отразить актуальную проблематику современной лингвистики, литературоведения и междисциплинарных гуманитарных исследований, а также представить многообразие существующих здесь подходов и плюрализм мнений исследователей.

Роль бренду в конкурентної стратегії компанії.

Globalization of the world economy and fierce competition lead to a shortening of the life cycle of products and the need to ensure the commercialization of new developments, including protected intellectual property. In the promotion of goods and services to the markets, as well as increasing the competitiveness of national producers, an important place belongs to the brand.The article identifies the main approaches and models for creating and promoting a brand. The use of the brand in the competition of companies is analyzed. The features and directions of the further development of branding in the Republic of Belarus are revealed. The article identifies the main approaches and models for creating and promoting a brand. The use of the brand in the competition of companies is analyzed, the features and directions of its further development in the Republic of Belarus are revealed.The study of branding in the Republic of Belarus at the present stage is very relevant, due to the acquisition of the status of a key factor in the competitive strategy, which will allow the company not only to strengthen its position, but also enter new markets. The article analyzes the practice of using a brand creation strategy (concept): American, Asian and European. These strategies are considered taking into account the experience of both foreign and Belarusian companies. In addition, there are many approaches, methods and models for creating a brand at the present time. However, none of the branding models described is ideal. It is assumed that the study of these theoretical aspects will contribute to a better understanding and ability to analyze the situation, both on the world and the Belarusian market.It has been established that at the present stage of development, Belarusian companies are present on the world market, but their brand recognition is too low. The main features of Belarusian branding are: the experience of the Soviet era, “problems” in the names of products, companies, brands; price sensitivity of consumers; lack of branding differences for foreign and domestic markets.Weak popularity of national brands does not allow Belarusian manufacturers to withstand competition with importers who actively use promotion strategies. The brand building model consists of five main steps. First, the methodology of the product itself is developed. Further studies are conducted aimed at identifying the needs of the target audience and analysis of competitors. Only after this is the development of the brand itself and its positioning. Brand book development will be another tool with which the company will be able to holistically manage its brand.

AN INTERDISCIPLINARY APPROACH TO DIASPORA STUDIES

The necessity of Diaspora Studies is rising fast in recent academia because of brand creation of diaspora culture, reinforcement of diaspora identity, building of cultural and economic networks, understanding of multicultural phenomenon, and development of experts in the global era. Diaspora studies need collaboration and networking with various academic disciplines for the time being. Moreover, there are four characteristics diaspora studies as an academic discipline. First, the diaspora studies is a comprehensive science. Subject matters of diaspora studies are a wide range of areas of diaspora phenomena; like international migration, identity, political rights, multiculturalism and global networks. Second, Diaspora Studies is an applied science. An applied science solves matters, such as Diasporas’ human rights and conflict, appearing in diverse and sophisticated diaspora phenomena. As an applied field of individual science, a study on diaspora phenomena through application of advanced theories on the various fields of study; such as politics, sociology, anthropology geography, etc. Third, Diaspora Studies is an empirical science. After building, a hypothesis with theses acquired from diaspora phenomena experienced in verity of explaining theory and interpret the facts, and then construct a theory. Fourth, Diaspora Studies is a normative science. A science of targeting norms, as a subject of study within value-laden approach to judge what is a desirable value practical implication of theory, breaking down false consciousness or critical social science and political characteristics. Key words: global diaspora, international migration, global network, identity, diaspora studies.

Symbolic (image) capital of Perm region cities: semantic approach to assessment of quality of the urban environment

An important role in the development of the territory is the ability to identify its unique features and form a positive image of the place. Semantic analysis of urban space allows to solve the problem: to find attractive and unattractive features of the city and to give recommendations on creation of a unique brand of the territory. The study is based on the results of a survey of students of Perm universities: showing their attitude to a particular city and the idea of an ideal urban space. Opinions of respondents were distributed on a 3-point scale of diametrically opposite qualitative characteristics of the urban environment, for example, compact - extensive, bright - dim, etc. In addition, the population assessed the urbanized spaces of the Perm Territory on the basis of its cognitive perception by other senses (the categories “taste”, “color”, “sound”, “smell”). Semantic analysis allowed to form an idea about the cities of Perm Krai as relatively comfortable and positive, but not enough bright, clean, friendly and green places. Other parameters of the urban environment were identified, which made it possible to give recommendations on the formation of a favorable image (brand) of urban settlements in the Perm Territory. The attraction of the population to a much green, clean and quiet urban space demonstrates the trend of greening and ruralization of citizens. Semantic analysis allows to give a subjective assessment of the place and to indicate the prospects of increasing its symbolic capital, using diametrically opposed characteristics of the territory. A positive feature of the technique is the possibility of its application to each territory.

Smart destination brands: semiotic analysis of visual and verbal signs

PurposeSmart tourism is a destination management approach that requires the buy-in of a myriad of stakeholders. Its many audiences and complexity demand the creation of meaningful brands to effectively position and communicate smart tourism initiatives. The purpose of this paper is to explore how smart tourism branding strategies have been implemented to communicate relevant values, benefits and attributes to industry stakeholders through institutional websites.Design/methodology/approachBased on a semiotic analysis of two smart tourism-related sites (destinosinteligentes.es and smarttourismcapital.eu), the research interprets the brand-related visual and verbal signs.FindingsThe findings highlight how brand elements embedded in websites communicate a brand identity and facilitate particular interpretations of smart tourism. Both brands use similar signs to promote a techtopian vision of smart destinations but employ different strategies to motivate stakeholder buy-in.Research limitations/implicationsSmart tourism is currently largely embedded in overall smart city initiatives and finding tourism-specific examples online is difficult. However, the two selected websites reflect the brands of multiple destinations and permit a detailed analysis of meaning making. Future research can focus on how brand-related signs are perceived by different stakeholders.Practical implicationsIdentifying the strategies and shortcomings of current smart tourism brands informs future smart tourism branding efforts and effective communication with smart tourism stakeholders.Originality/valueSemiotics is a relevant but underutilized method to understand how smart tourism initiatives conceptualize “smartness.”

Exploring the creation and development of political co-brand identity

Purpose The creation and development of candidate-politician brands, otherwise known as political co-brands, remains an under-researched area of study. This is supported by calls for more understanding on political co-brands and how they are positioned and managed by their creators. Framed by the concepts of internal brand identity and co-branding, this paper aims to investigate how political co-brand identity is constructed and managed over time, exploring alignment between the political co-brand and political corporate party brand. Design/methodology/approach An interpretivist revelatory multi-case study approach, using in-depth interviews, was conducted with three political co-brands (candidates-politicians) from the UK Conservative Party. The three cases represented constituencies across the UK from the North, Midlands and South of the country. The in-depth elite interviews were conducted July 2015 to September 2015. Methodological triangulation was also adopted to assess the coherency of emerging themes with online and offline materials and documents. A two-stage thematic analytical approach was used to interpret the findings. Findings This multiple case study demonstrates how successful political co-brands create and develop identities tailored to their constituency, often distinct from the corporate political brand and developed several years before electoral success at the ballot box. In addition, this study reveals that political co-brands are dichotomous in terms of strategically managing a degree of alignment with the corporate political brand yet maintaining a degree of independence. Research limitations/implications This study builds on limited existing concepts such as co-branding and political brand identity as a means of critical application. Existing research on co-branding remains a “relatively limited” and complex area of study and generally focuses on fictitious brands. Political brand identity remains an under-researched area. This in turn supports the development and advancement of political branding as an area of study. This paper highlights the opportunities of using the strategic approach of co-branding to help conceptualise “candidates-politicians” as political brands’ which up until now, “candidate-politician brands” have been difficult to define unlike the extensive research on corporate political brands. Practical implications This study has implications for practice too. Organisations and different typologies of political brands will be able to use this political co-brand identity framework as a diagnostic mechanism to investigate their co-brands current identity, assess alignment and make strategic changes or reposition the envisaged identity if desired. Similarly, organisations can use this framework, key dimensions and factors as a blueprint to design and build new political brands at a corporate and/or local level. Originality/value This study has implications for brands beyond the world of politics. Brands can adopt the political co-brand identity framework developed in this study as a pragmatic tool to investigate internally created co-brand identity and explore alignment with the corporate party brand identity. In addition, this research adds to the limited research on non-fictitious co-brands and co-branding literature at large and addresses the calls for more research on brand identity in new settings.

Marketing Strategy Analysis of the Palace Museum

The development of cultural innovation is benefcial for museums to give full play to their cultural advantages and improve their economic benefts, accordingly forming a virtuous circle. This paper analyzes the cultural and creative brand marketing environment and strategy of the Palace Museum, hoping to provide some references for other museums through the analysis and summary of cultural and creative brand marketing strategy of the Palace Museum.

ECONOMIC INTEGRATION AS A FACTOR OF COMPETITIVENESS OF ENTITIES USING LAND FROM THE AGRICULTURAL PROPERTY STOCK OF THE TREASURY IN THE WARMIAN-MASURIAN VOIVODSHIP

The aim of the research was to identify the significance and conditions of using economic integration as a factor of competitiveness of entities using land from the Agricultural Property Stock of the Treasury in the Warmian-Masurian Voivodship. The subject of the study were farmers’ opinions on economic integration activities carried out on their farms. Research in a group of 166 farms located in the Warmian-Masurian Voivodship was carried out in 2018, using the diagnostic survey method, using a questionnaire. Integration with other business entities or agricultural environment institutions by most of the surveyed farm owners was not recognized as an important factor of competitiveness. Greater integration potential was present in large farms (100-500 ha), in farms with a predominance of revenue from plant production and in entities with a significant share of revenue from non-agricultural activities. Business entities more focused on integration activities more often declared a pro-innovation attitude and greater interest in participating in the creation of local food product brands. In economic policy (regional as well), it is important to strive to increase the implementation of integration activities, by, among others, offering a wider range of training and sharing information with farmers about the benefits and methods of implementing effective economic integration.

City branding and museum souvenirs: towards improving the St. Petersburg city brand

PurposeThe purpose of this paper is to identify ways to develop museum shop product, which will possess competitive advantage, and to recommend what should be done to develop such product so that it has a positive impact on the city brand of St. Petersburg.Design/methodology/approachIn total, 76 museums have been studied through the observation method to describe their shops’ inventory in terms of percentages of each product. Mostly St. Petersburg museums were included in the analysis. The observation method enabled the researchers to analyse the inventory of the museum souvenir shops. The findings of the analysis enabled the researchers to reach conclusions about museums’ strategies of product development.FindingsThe research allowed to make the conclusion that although the museum shops in St.Petersburg demonstrate positive tendencies in the development of competitive stores’ products a lot of work is still to be done. Not all museums are characterised by availability of clear strategy for product development. They offer souvenirs (if any) which do not differ from those existing on the market according to topics and functions which are characteristic for them. Recommendations on how to make the product of museum shops more competitive were proposed.Practical implicationsCities need new and fresh ways to create and promote their brands. Museums can contribute to this significantly with the help of souvenirs production. This research will provide insight into the process of how museums can do this by developing their shops’ inventory strategies. Recommendations to improve strategies for creation of competitive product were offered in the paper.Originality/valueIn today’s competitive conditions, museums are creating augmented products and create museum shops. Nevertheless, the role of museum shops in brand creation is underexplored. Museum shops have a high potential for creating high-quality products that may influence the museum and city brand in a positive way, as souvenirs and visual images of museum artifacts play an essential role in making an impression on tourists.

Program Peningkatan Kemandirian Ekonomi Panti Asuhan Syifa’ul Qolbi

Syifa’ul Qolbi Orphanage holds supporting facility in the form of confection. In addition to a business, this confection functions as a place to train the orphans’ sewing skill. Yet the development of this business faces a number of obstacles such as traditional business management, sub-optimal marketing strategy, inefficient production tools and the training participants’ lack of motivation and entrepreneurship. This community service attempted to realize the orphanage management’s goal of developing their fashion business and developing entrepreneurship among the orphans so that they can optimize their potential in the future. 
 Some of the programs have been held through community service. The programs were entrepreneurship workshop, pattern and design training, business management training, e-marketing training, branding and marketing concept, and business accompaniment. This community service results in the improvement of participant's motivation and entrepreneurship character, bussiness management knowledge,and skill in making pattern and design. The other results are fashion brand creation, digital marketing facility, and quality product improvement.This program also give several production equipments to help the improvement of eficiency and e

Program Peningkatan Kemandirian Ekonomi Panti Asuhan Syifa’ul Qolbi

Syifa’ul Qolbi Orphanage holds supporting facility in the form of confection. In addition to a business, this confection functions as a place to train the orphans’ sewing skill. Yet the development of this business faces a number of obstacles such as traditional business management, sub-optimal marketing strategy, inefficient production tools and the training participants’ lack of motivation and entrepreneurship. This community service attempted to realize the orphanage management’s goal of developing their fashion business and developing entrepreneurship among the orphans so that they can optimize their potential in the future. 
 Some of the programs have been held through community service. The programs were entrepreneurship workshop, pattern and design training, business management training, e-marketing training, branding and marketing concept, and business accompaniment. This community service results in the improvement of participant's motivation and entrepreneurship character, bussiness management knowledge,and skill in making pattern and design. The other results are fashion brand creation, digital marketing facility, and quality product improvement.This program also give several production equipments to help the improvement of eficiency and e

Brand Power Relationships: A Co-Evolutionary Conceptual Framework

In the era of the Internet and networking, stakeholders increasingly acquire power by influencing brand value and meanings. However, this does not imply that marketing managers have lost their power over brand creation and management. Thus, the aim of this study is to explore brand power relationships taking the co-evolutionary perspective as conceptual lenses. In particular, this article seeks to address the competitive relationship between the corporation and its stakeholders in determining the corporate brand evolution over time, suggesting that corporate brand management is successful when co-evolving power relationships are established. The relational interplay between managers and stakeholders is framed into the Brand Power Relationship Model that suggests four potential evolutionary paths. It offers new brand typologies supported by examples from business practices, which mirror four different ways of managing and adapting brands over time; namely, through the None’s Brand, the Managers’ Brand, the Stakeholders’ Brand, and the Co-Evolutionary Brand. Focusing on the latter, this study depicts managers and stakeholders as having reciprocal influences and co-determining themselves, thus triggering interrelated relational effects that influence corporate brand evolution over time. The bilateral power of managers and stakeholders is framed into a further model, focused on corporate brand co-evolution. It is proposed that corporate brands can successfully co-create their value and meanings over time only if corporations co-evolve with their environment—in this study, multiple external stakeholders.

System approach to the creation of Siberian brands on the example of adaptogenic drinks from local plant materials

The subject of the article is to justify the prospects of using a systematic approach to creating a regional brand. The productivity of this approach is due to the fact that the process of designing a regional brand product as a system is characterized by the presence of a specific set of system-generating, system-forming and system-dependent factors. Their analysis is presented in this article. Features of the application of a systematic approach to the management of the range and quality of innovative products is shown by the authors in relation to the life cycle of products based on vegetable food raw materials with biologically significant active principles.