Regional Brand Research Articles

Value Analysis and Realization of Artistic Intervention in Rural Revitalization Based on the Fuzzy Clustering Algorithm

Intervening in the revitalization and development of art villages is one of the ways to build regional brands in rural areas, fit in with contemporary aesthetics, and meet the needs of modern people for diversified life. At the same time, it is not limited by artistry itself, but a comprehensive artistic activity with modernity, industrial linkage, and sustainability. This paper uses the HPR (Hestenes–Powell–Rockafellar) multiplier method to solve and establishes a SSFCM-HPR (semisupervised fuzzy C-means clustering based on HPR) algorithm. The experimental results on datasets show that FCM-UserCF (fuzzy C-means-user collaborative filtering) algorithm effectively solves the problem of data sparsity and improves the accuracy of recommendation. Rural planning and design under the intervention of art is a kind of respect for local memory, an inheritance of folk crafts, a reshaping of history and culture, and an identification with the countryside itself. It also puts forward new development ideas and guiding methods for the sustainable development of rural areas.

Research on the Brand Building of Jilin Province Ice and Snow Sports Equipment Industry under the Background of All-for-one Tourism

The successful holding of the Beijing 2022 Winter Olympics provides a better development opportunity for building a regional brand of the snow and ice sports equipment industry in Jilin province. With natural snow and ice resources and a good snow and ice industry foundation, it is possible for Jilin province to build a regional brand of the snow and ice sports equipment industry with regional characteristics and to enhance the regional competitiveness of Jilin province, thereby accelerating the transformation of economic growth mode as well as the transformation and development of the regional economy. Through analyzing the influencing factors of regional brand building of Jilin province ice and snow sports equipment industry under the background of all-for-one tourism and through comparing and analyzing the model with the successful cases of domestic typical regional industry brand building, this paper proposed the construction strategy of Jilin province ice and snow sports equipment industry brand.

Combining Local DNA and Coaching Small and Medium Enterprises to Adopt Cross-Border e-Commerce and Smart Retail to Expand International Market

In order to strengthen the development of local industries in various counties and cities, attract more high-quality talents, promote sustainable development of regional industrial economy, enhance the quality of life, and create more regional brands, this research has been linked to industry, government, and university to help SMEs integrate DNA and assist SMEs to expand international market by adopting Cross-border E-commerce and Smart Retail. Through actual operation of this research, SMEs would be assisted to achieve the expected benefits: 1) Inverting local industry strategy, with “creative, innovation, and entrepreneurship” to create a synergistic effect of “design power, production power, and marketing power”; 2) Assisting manufacturers expand their channels and increase their values of 10% to be improved by promotion of this research; 3) Coaching enterprises in response to the trend of transformation, intend to promote and support innovation and transformation of SMEs by promoting this research, and strengthen inheritance of second generation of enterprises.

ОПЫТ БРЕНДИРОВАНИЯ РОССИЙСКИХ РЕСПУБЛИК: ВАРИАТИВНОСТЬ ИНСТИТУЦИОНАЛИЗАЦИИ ЭТНОКОМПОНЕНТА

The research is aimed at identifying the institutionalization of the ethnic component in regional brands in Russian national republics. Ethnic or ethno-regional brands are considered as an element of the institutionalization of ethnicity, a way of marking borders in accordance with the "us vs. them” dynamic. To identify patterns in the branding policy of the Russian republics, media monitoring is used through the Medialogy system. The latter helps to determine the directions of branding implementation and to highlight the republics where a comprehensive policy in this area present. It is revealed that there is no clear relation between the volume of regional brands having an ethnic component in each of the ethnic territorial autonomy and the specifics of the composition of the regional population. Tourist and industrial branding, i.e., the external direction of branding, are the most widespread in the republics. Ethnicity as an aspect of the external positioning of the territorial community is associated with the emphasis on the uniqueness of the national composition of the population of the region. A promising direction for the development of territorial branding is the development of domestic brands and the sphere of creative industries in the republics.

ГАСТРОНОМІЧНИЙ ТУРИЗМ ЯК ЕЛЕМЕНТ МАРКЕТИНГОВИХ СТРАТЕГІЙ РОЗВИТКУ РЕГІОНАЛЬНОЇ ЕКОНОМІКИ В УМОВАХ КРИЗИ

The article deals with the place and role of gastronomic tourism in marketing strategies of regional economy development in Ukraine in modern crisis conditions. It is generalized that gastronomic tourism is a kind of cultural-cognitive tourism, during which acquaintance with the culture of a certain territory, ethnic group or nationality takes place through food or beverages by both their consumption and observation of preparation or participation in this process. An important prerequisite for the development of gastronomic tourism in the region is the development of proper marketing support. The most effective way to solve the problems of regional tourism branding is to form strategic approaches to marketing support for regional tourism development in Ukraine, which should be based on the principles of system, sustainability, convergence and take into account existing regional differences. It is substantiated that in crisis conditions the key principles of formation of marketing strategies of development of regional economy are guarantee of safety of social and economic systems and diversification of possibilities of their development. From the standpoint of strategic management of regional development in the context of overcoming the crisis in the context of the priority of gastronomic tourism development, a set of measures has been developed. It was found that the organizational and functional uniqueness of gastronomic tourism and its close integration with local cultural heritage allow to maximize the effect of increasing the competitiveness of local communities and regions and even in times of crisis to successfully develop and implement measures to increase sustainability and future progressive economic systems. In times of crisis, economic systems, operating in conditions of instability, require the development and implementation of strategic priorities based, in particular, on marketing mechanisms. An effective tool of regional marketing is the formation of the tourist brand of the region, which should be a key aspect of marketing strategies for regional tourism development.

Strengthening Dracula tourism brand through cartographic approaches

ABSTRACT During the last decades, the tourism market saw the growth of national and regional brands based on characters and places promoted through movies and TV series. One of the most notorious tourism brands based on fictional works is represented by Dracula. With a constantly expanding coverage on entertainment channels, Dracula became widely popular and strongly associated with Romania. However, its capitalization by national tourism actors lacks synergy and integration of spatial features. In this paper, we use an original cartographic approach combining the spatial distribution of Dracula attractions and online data regarding tourist behavior aimed to set up a decision-making toolkit for the enhancement of brand management. The results confirm the existence of a spatial pattern in the distribution and differentiation of Dracula attractions, which affects the overall tourist behavior and satisfaction. The paper provides several recommendations for national actors in order to upgrade the tourism management of Dracula's image.

Regional Characteristic Branding Helps Rural Revitalization Development: The Case of Ziwu Village in Huangshan City, Anhui Province

This paper takes Ziwu Village in Huangshan City, Anhui Province as an example, and relies on the local tea plantation to create the special tea brand "Ziwu Tea", and explores the role of regional branding in rural revitalization. The paper gives an overview of the market prospect of regional branding, analyzes the current situation of the tourism market and the competition of the tea market in Anhui Province, and proposes the branding scheme of "Zi Cha". Finally, the paper details the brand positioning and target market of the brand, providing a model for China's rural revitalization.

BRANDING AS A TOOL FOR THE DEVELOPMENT OF RURAL TOURISM IN THE STAVROPOL TERRITORY

The Stavropol Territory has the potential for the development of rural tourism. Rural tourism offers a unique solution that will provide jobs, consistently high incomes of the population and preserve the nature of the region intact. An analysis of the state of rural development in the Stavropol Territory showed that the region has enormous resources for rural tourism, but they are used with a low degree of efficiency. The study was completed by making proposals for the formation of the region's brand through the realization of recreational potential and the development of rural tourism. The article justifiably proves that this sphere, along with agriculture, is a backbone for the economy of the Stavropol Territory, and the strengthening of economic activity in tourism will have a noticeable positive impact on other sectors of the regional economy.

The emergence of wine tourism in Ningxia, China

This paper outlines the development of wine tourism in the Ningxia wine region, primarily from the perspective of key wine stakeholders. Based on field observation and semi-structured in-depth interviews with 24 winery managers and owners, and 2 government officials in the region, it reveals that wine tourism development provides an opportunity to build a unique regional brand focused on high quality wine, to build brand loyalty with domestic and international visitors, and to provide a distribution channel for the wineries to enhance sales directly. To date, however, wine tourism in the region remains under-developed, and there is scepticism about the value of the activities, when other challenges are considered.

The Phenomenon of Regional Branding in The Cultural and Artistic Environment of Western Ukraine

The role of branding on the example of urban and regional public events of some cities of Eastern Galicia, as well as the involvement of these processes in the formation of the attractiveness of individual places in the field of tourism is considered. The content of the concept of "territory brand" for the specification of the selected phenomenon in further scientific research is substantiated. The works of famous sociologists, marketers and urbanists in the formation of the image of the territory due to the individual attributes are analyzed. The main attributes of cultural services in the material, spiritual and artistic aspects that are consumed by the target tourist audience have been identified. The importance of international sports forums, events and festivals for the overall presentation of a region or city and its further marketing status and attractiveness is highlighted. The subject, audience interest and the territorial brand itself are highlighted, which also depends on political and investment influences. The festival environment of music forums in Prykarpattia and Lviv region that create an attractive art style as well as gastronomic tours that are gaining popularity and in which cooking becomes an advertising brand and a symbol of recognition of particular regions are described. On the example of three museums of Kolomiya the importance of each of them in the context of event culture of the city and dissemination of material, intellectual and spiritual values with their involvement in the cultural and artistic life, which makes them represent the original identity of the Pokuttia region is clarified. The importance of balneological spas in Zakarpattia and Lviv region was highlighted as they create their own economic and tourist attractiveness thanks to the natural resource of mineral waters and the location of health resorts away from urbanized settlements. Logos and slogans of several Western Ukrainian cities have been analyzed, in which iconic architectural constructions, unique geographical locations, historical events and figures create symbolism that conveys the main idea of the city. The prospects for the development of this topic and the importance of regional branding research in the context of geo-branding, which provides an opportunity to improve the tourist attractiveness of individual territories and the country as a whole, are identified.

О Международной корейско-российской конференции «Традиции и актуальное состояние малочисленных народов Арктической зоны России» и современных праздниках кольских саамов

The paper reveals the content of the report concerning modern and traditional festivals of the Kola Sami, which was presented at the International Korean-Russian conference. The Sami festivals are of special importance as a means of preservation of the cultural heritage of the Sami people and as a recognizable regional brand. There is a provisional classification and summary of some modern festivals of the Kola Sami

Modern trends of innovative activity of enterprises of Ukraine in the international economic space

Methods. The results were obtained using such research methods as: general and special method – to find similar and different components of the brand management process in the concepts proposed by different scientists. Synthesis and logical-deductive – to form their own brand management algorithm in the region, based on existing techniques. Results. The article investigates the approaches to the process of territory’s brand formation and its further management. It has been determined that brand management is an interesting issue for researchers and practitioners around the world today. There is no single approach to understanding the branding process, which gives impetus to the search for new methods and development of new models of brand management in countries and regions. There are different visions of brand building in the region, which can be based solely on marketing activities and on the holistic development of the region. The main stages and principles on which brand management should be based in today's realities are considered. It is proposed to consider the branding process through three main components: functional, coordination and communication. The study examines both classic and new approaches to the branding process. There is formulated the author’s vision of the process of brand management of territories to increase the attractiveness of regions among the target groups in the future and, as a consequence, to achieve socio-economic development of the region. The influence of stakeholders on the development of the brand of the territory is determined and the options of their interaction to achieve common goals are considered. Novelty. In the course of studying the problem of building a strong brand of the region, our own algorithm for managing the brands of the territories was proposed, which is based on the experience and developments of other scientists. Practical value. The proposed results can be used by state and local authorities to build regional brands and attract additional resources with their help.

Topical symbols of Kyiv as a tourism brand

The attention to branding, from theorists as well as from practitioners, had been remained at a very high level for the 2000s and 2010s. There many new branches of branding theory have emerged, and place branding was among them. Actually, place branding has become an umbrella term, a generic definition for three areas of study and practice: nation branding, region branding, and city branding. Every year, new scientific, journalistic, business articles and books on place branding emerge, there are even several specialized periodicals devoted to this field of branding. This study aims to identify the most relevant and effective symbol of the Ukrainian capital city Kyiv (Kiev) as a tourism brand. Questionnaire surveys and the content analysis of literature and mass media are used. Key segments and sub-segments of the target audience of Kyiv tourism branding are determined, as well as the key factor of influence on the formation of the opinion regarding the tourism symbols of Kyiv. The most common popular symbol is compared with the real resources of the city. Thus, a set of relevances is found appropriate for the development of effective branding of Kyiv.

Country-of-origin effects on the brand image of agricultural products in China

Drawing on the country-of-origin effect, this paper discusses the key levers for developing the regional brand image of agricultural products in order to increase the competitiveness of such products. Building on this, it proposes a model to develop a credible origin and brand image for regional agricultural products. The paper concludes that when constructing regional brand image, one must identify the product’s various advantages, integrate the unique culture and history of the region, and foster collaboration between government, businesses and farmers. In this way, it is possible to drive rapid economic development at a regional level.

The role of geographical indications in the formation of the export potential of the Krasnoyarsk Territory

The article highlights aspects of the formation of regional brands. It is shown that the process of their formation can be considered from the standpoint of marketing, as an element of the export potential of the region, using standardization mechanisms, and also as an object of intellectual property that requires protection and protection. The main focus is on the role of “geographical indication”. Such functions as the duty to serve as a means of individualization of a regional product and a means of protection against illegal use of a regional brand are considered. The state and prospects of using the means of individualization of regional goods in the formation of the export potential of the region are characterized by the example of the Krasnoyarsk Territory. According to the authors, in the Krasnoyarsk Territory, there is a need for the formation of a governing body, whose function would include coordinating the efforts of manufacturers, structures in the field of standardization, the sphere of trade, a chamber of commerce and industry on the legal registration of regional products using geographical indications as a means of individualization.

Regional brands produced beyond the region: An analysis of beer brands from recently closed breweries in Europe

Abstract Global industry has been undergoing changes in the concentration of brand ownership and production, with acquisitions and closures being a major factor in this evolution. The impacts of such activities are commonly studied from an economic perspective and from the perspective of internal firm-level and deal-level factors, while the influence of external geographical factors is largely neglected. Our research focuses mainly on the importance of geographical cultural factors affecting beer brands whose production location was moved after the closure of the original breweries. The research includes a complete sample of 30 brands from recently closed breweries across Europe. Brands are divided into seven categories according to how their marketing strategy has (or has not) changed in terms of exploiting regional and national identity. The overall success of these brands is then measured in terms of the development of their share in the home countries’ markets. Differences in brands’ strategies and successes are explained through a wide range of country-level factors and the individual characteristics of the breweries. It is shown that the level of beer tradition or identity in the countries, as well as the country’s beer life-cycle position, plays a crucial role in the evolution of the studied brands.

Investigating the healthiness of food products on promotion: market brands and own brands

PurposeThe purpose of this study is to investigate the proportionality of market brand (MB) foods versus supermarket own brand (OB) foods sold on promotion and to compare their healthiness.Design/methodology/approachAn existing dataset containing nutritional information about a variety of foods on promotion (n = 6,776) from 48 stores across 8 retail chains in Northern Ireland (NI) was reanalysed. Product healthiness was measured using a score aligned to the Food Standards Agency's Front of Pack nutrient labelling system. MBs and OBs were considered as a whole and in their respective subsets–international/national and regional MBs, and premium, mid-market and value tiered OBs.FindingsResults found a balance in favour of health (52.4% amber/green versus 47.6% red) across retailers' promotions in NI. Further, OB products were often found to be superior to MBs with regards to overall healthfulness, and regional brands were found to be less healthy than international/national brands.Research limitations/implicationsFindings rationale further retail research to compare nutritionally OB and MB product types, and further consumer research regarding important attributes of OBs.Practical implicationsRetailers should communicate the comparative healthiness of their OBs in comparison to MB alternatives, in addition to communicating comparative price savings. There is opportunity for retailers to increase visibility of mid-market and value OB tiers, and for regional MBs to improve the nutritional profile of products in line with the consumer trend for health.Originality/valueThis study provides a contribution by using data on OBs and MBs on promotion, and by investigating the nutritional differences between different tiers of OB and MB products.

Co-Creating a Sustainable Regional Brand from Multiple Sub-Brands: The Andaman Tourism Cluster of Thailand

The purpose of this study was to explore how a regional brand can be co-created among different cities by employing the concept of place branding and brand culture. The Andaman Tourism Cluster of Thailand (ATC) generates the most tourism revenue in Thailand. Developing a regional brand identity can strengthen the competitive advantage of the ATC. Data were collected using multi-method research through questionnaires, projective techniques, and focus group interviews. Quantitative data were analyzed using descriptive and inferential statistics, while qualitative data were analyzed using thematic analysis. This study also shows that multi-method research contributes to brand management by facilitating collaboration, participation, and brand congruence among stakeholders. Quantitative and qualitative data were synthesized in order to develop the brand identity of the ATC. Focus group interviews were also employed to co-create the regional brand identity as ‘Irresistible Andaman’, of which sustainable tourism management is a fundamental aspect. This study demonstrates how multiple sub-brands with different stakeholders can be integrated into a single regional brand. Moreover, stakeholders should focus on internal branding by communicating with all stakeholders to co-create brand congruence.

Complexity Analysis for Price Competition of Agricultural Products with Regional Brands

The disordered price competition among various agricultural business agents leads to chaos of agricultural products’ prices, which makes it difficult for customers to form stable price expectation and correct brand cognition, restricting the sales of agricultural products with regional brands. Based on the Salop circular market model with bounded rationality and delayed feedback, this paper discusses the complexity in price competition of agricultural products with regional brands. It is found that when the price adjustment speed of agricultural business agents exceeds the stability region, the pricing system of agricultural products with regional brands would appear the phenomenon of periodic bifurcation or chaos. The delayed feedback controlling mechanism of price adjustment could make the pricing system in the chaos state turn to the equilibrium state. Therefore, the price fluctuation of agricultural products with regional brands needs reasonable control from the industrial associations and government departments.

A methodology to develop a regional franchising strategy

Subject. This article discusses the strategy-related patterns concerning the development of the franchising system as an effective tool for business development. Objectives. The article aims to organize approaches to the evaluation of regional brands and trademarks promising for development under the franchise model, and develop a regional franchising strategy. Methods. For the study, I used analysis and synthesis, logical and systems approaches, and the theoretical generalization method. Results. The article offers an original rating of the subjects of the Russian Federation promising for the development and implementation of franchise offers, and a pattern of the company's development strategy based on the model of franchising. Conclusions. For the franchise network to be successful, it is necessary to carefully develop a strategy for regional franchising development.