Regional Brand Research Articles

Empowerment of the Jamu Gendong Kiringan Canden Community Based on Local Wisdom to Increase Literacy Embodied in Children's Literature

Purpose ­ The empowerment program will directly invite the Kiringan Canden herbal medicine community based on the local wisdom of traditional herbal medicine which is inherited from their ancestors to actively participate in increasing literacy and cultivating children's character which is embodied in children's literature.
 Methods - Methode community service activities.
 Result and discussions - The series of activities and results obtained prove that by collaborating with each other from all elements of society, especially involving the younger generation so that they have a good understanding of the local wisdom of the area, promoting behavior will emerge, understanding potential and in the end wanting to participate in preserving the ancestral heritage that has great potential to be appointed as a regional brand, so that the character values of nationalism, pride in local products, independence and mutual cooperation can be realized. Therefore, intermediaries or infrastructure are needed in order to pass on the order of life, tradition and culture to the next generation, so that there are no gaps between generations, so that community service programs by empowering herbal medicine communities based on local wisdom can increase literacy in maintain ancestral heritage. Presentation that is fun and in providing education to all residents, especially children, through explanation activities that are appropriate to the stage of child development, will facilitate and build literacy which has an impact on the formation of children's character.
 Conclusion - Empowerment by inviting the participation of all elements in society including the Jamu Gendong community, youth, children, men and women, community leaders and other residents to jointly preserve the ancestral heritage of "traditional herbal medicine" by directly empowering the Jamu Gendong community in increasing community-based literacy. local wisdom through fun activities, namely children's literature, is able to develop children's emotional intelligence and creativity, foster growth as well as children's personality and social skills. An interesting presentation will create fun and influence children so that indirectly they are able to cultivate the characters of respect, responsibility, caring, citizenship, honesty, cooperation, freedom, courage and justice so that in the future the children of this younger generation will continue and preserving the potential of the region.

Empowerment of the Jamu Gendong Kiringan Canden Community Based on Local Wisdom to Increase Literacy Embodied in Children's Literature

Purpose ­ The empowerment program will directly invite the Kiringan Canden herbal medicine community based on the local wisdom of traditional herbal medicine which is inherited from their ancestors to actively participate in increasing literacy and cultivating children's character which is embodied in children's literature. Methods - Methode community service activities. Result and discussions - The series of activities and results obtained prove that by collaborating with each other from all elements of society, especially involving the younger generation so that they have a good understanding of the local wisdom of the area, promoting behavior will emerge, understanding potential and in the end wanting to participate in preserving the ancestral heritage that has great potential to be appointed as a regional brand, so that the character values of nationalism, pride in local products, independence and mutual cooperation can be realized. Therefore, intermediaries or infrastructure are needed in order to pass on the order of life, tradition and culture to the next generation, so that there are no gaps between generations, so that community service programs by empowering herbal medicine communities based on local wisdom can increase literacy in maintain ancestral heritage. Presentation that is fun and in providing education to all residents, especially children, through explanation activities that are appropriate to the stage of child development, will facilitate and build literacy which has an impact on the formation of children's character. Conclusion - Empowerment by inviting the participation of all elements in society including the Jamu Gendong community, youth, children, men and women, community leaders and other residents to jointly preserve the ancestral heritage of "traditional herbal medicine" by directly empowering the Jamu Gendong community in increasing community-based literacy. local wisdom through fun activities, namely children's literature, is able to develop children's emotional intelligence and creativity, foster growth as well as children's personality and social skills. An interesting presentation will create fun and influence children so that indirectly they are able to cultivate the characters of respect, responsibility, caring, citizenship, honesty, cooperation, freedom, courage and justice so that in the future the children of this younger generation will continue and preserving the potential of the region.

The Post-Soviet period in the history of tourism development in Russia: cardinal transformations and features of development

The object of this study is the history of tourism development in Russia. The subject of the study is the factors and features of the development of Russian tourism in the post–Soviet period (from 1991 to the present). On the basis of documentary and literary sources, the factors and features of tourism development in Russia after the collapse of the unified tourist space of the USSR are characterized. Tourism is considered in the context of socio-economic transformations of post-Soviet society, in the context of changing the geopolitical position of Russia, strengthening the role of cultural and natural heritage as a resource for spatial economic development. The main conclusions of the study are: the main factors of the post-Soviet period of tourism development in Russia were the close attention of business, government, science and education to the field of tourism activity. The main contribution of the authors to the study of the topic: the periodization of the development of Russian tourism of the first thirty years of the post-Soviet era, the characteristics of each of the periods, the identification of the specifics of the use of pre-revolutionary and Soviet cultural heritage in tourism, new cultural objects and traditions of the post-Soviet period. The novelty of the study is to identify the main features and main stages of tourism development in post-Soviet Russia. The main aspects of scientific research in tourism are considered and the contribution of representatives of various sciences is revealed. The role of the import substitution trend in the development of domestic tourism and in the implementation of the Spatial Development Strategy of Russia is shown. The first results of understanding the impact of the COVID-19 pandemic on the development of Russian tourism are presented. The research is based on historical-genetic, historical-geographical, problem-analytical and retrospective methods, as well as the method of system-structural analysis. It is shown that tourism of the post-Soviet period has become an actively developing branch of the economy, involving various groups of the population in its sphere, contributing to the search for regional brands and new opportunities for using cultural heritage objects in tourism activities.

The Cultural Communication Strategies of Western Fast-Food Brand McDonald in China

Innovation in the products of fast-food companies is of paramount importance. With fierce competition under the epidemic, the American multinational fast-food company McDonald's must attract the attention and satisfaction of a wide range of customers through consumer stimulation. Since high substitution products make the industry highly competitive, high frequency differentiation strategy is needed to meet the freshness of consumers. McDonald's, one of the world's most well-known fast-food brands, has also made enormous changes in the process of entering China. Because local culture and in-depth communication are the embodiment of brand value and the integration of localization, this paper analyzes McDonald's cultural strategies in four areas: product, marketing, people management and production, and provides some suggestions for sustainable development. Cultural exchange is used and respected in all these important aspects, which is a big reason for shaping the uniqueness of different regional brands. Overall, McDonald's has done a successful job in product development and localization in China, which is an exemplary case among fast food brands and can bring many suggestions and implications to other familiar brands.

Overview of Chinese medicinal materials industry in 2021 and development suggestions

This paper introduced the overview of the "eight trends" of Chinese medicinal materials(CMM) industry in 2021, analyzed the problems of CMM production, and put forward development suggestions. Specifically, "eight trends" could be summarized as follows.(1) The growing area of CMM tended to be stable, and some provinces began to release the local catalog of Dao-di herbs.(2) The protection process of new varieties accelerated, and a number of excellent varieties were bred.(3) The theory of ecological cultivation was further enriched, and the demonstration effect of ecological cultivation technology was prominent.(4) Some CMM realized complete mechanization and formed typical model cases.(5) The number of cultivation bases using the traceability platform increased, and provincial internet trading platforms were set up.(6) The construction of CMM industrial clusters accelerated, and the number of provincial-level regional brands increased rapidly.(7) Many new agricultural business entities were founded nationwide, and a variety of methods were used to drive the intensified development of CMM.(8) A number of local TCM laws were promulgated, and the management regulation of food and medicine homology substances catalogs was issued. On this basis, four suggestions for CMM production were proposed.(1) It is suggested to speed up the formulation of the national catalog of Dao-di herbs and carry out the certification of Dao-di herbs production bases.(2) Ecological planting of forest and grassland medicine should be further strengthened in terms of technical research and promotion based on the principle of ecological priority.(3) The basic work of disaster prevention should be paid more attention and technical measures for disaster mitigation should be developed.(4) The planted area of commonly used CMM should be incorporated into the national regular statistical system.

Scientific basis for achievement of sustainable competitiveness of a tourist destination

The article examines the scientific basis for increasing the competitiveness of tourist regions (destinations) of Uzbekistan by ensuring sustainable development. Production and consumption models based on three principles of sustainable tourism development; “7M Concept” of competitiveness of a tourism region; three-dimensional system of internal tourism are scientifically substantiated. 5 models of the process of forming tourist flows in the tourism market of Uzbekistan from the point of view of demand are proposed. A forecast has been developed for the types of tourism services the need for will increase and decrease by 2030 in Uzbekistan. The macro information space of the country has been studied, which consists of 1) formal macro information spaces, 2) partially formal macro information spaces and 3) informal macro information spaces. A methodology has been developed for classifying tourism zone brands by regional scale, brand composition and logo shape, as well as a tourism region brand formula. Five CIS countries were comparatively analyzed, combining the methodology of brand classification by composition, the method of determining the quality of the offer in the slogan, the result of the regional brand strategy and the rating of national brands to determine the competitiveness of the tourism brand of Azerbaijan, Armenia, Kazakhstan, Kyrgyzstan, Tajikistan and Uzbekistan.

РОССИЙСКАЯ ПРАКТИКА ПОДДЕРЖКИ И ПРОДВИЖЕНИЯ РЕГИОНАЛЬНЫХ БРЕНДОВ

The article is devoted to the issues of marketing and branding of territories. The goal is to analyze the mechanisms and tools for supporting and promoting local brands. It is concluded that the country has a system of supporting regional brands at three levels. Benchmarking of measures taken at the level of constituent entities of the Federation and municipalities showed different degrees of progress in this issue of territories. Best practices highlighted. The types of synergistic effects according to the place of occurrence are formulated

Промышленный туризм: перспективы развития

The article is devoted to industrial tourism as one of the promising directions for the development of modern tourism industry in terms of its importance for socio-economic development of the territories. Considering industrial tourism as a new type of tourist routes, Russian manufacturers have increasingly begun to invite tourists to take part in organized excursions in order to increase interest in their own products, as well as to popularize their technological and personnel potential. Supporting this initiative, the Government of the Russian Federation launched an accelerator training program for the development of industrial tourism "Open Industry." The purpose of the training is to form a package of career guidance and excursion programs that will be of interest for young people and contribute to their involvement in the development of Russian industry. As a result of the accelerator, it is also planned to create comprehensive plans for promoting industrial potential and regional industrial brands for the participating regions. At the same time, interaction between large industrial facilities and tourist companies will contribute to increase of enterprises the enterprises investment attractiveness, development of regional brands, exchange of knowledge and experience between the specialists, and attraction of potential buyers, as well as realization of educational function of industrial tourist routes.

Analysis of the Effect of Digital Economy Driving High-Quality Development of Regional Brand Economy

The high-quality development of the brand economy is an important part of China's high-quality economic development. Based on China's provincial panel data, this paper constructs an evaluation indicator system from four dimensions of digital infrastructure, digital industry development, digital R&D innovation, and digital governance environment, and constructs an indicator system of high-quality development level of the regional brand economy from two levels of brand value and brand intellectual property. Empirical tests show that the digital economy drives high-quality development of the regional brand economy, And the driving effect shows that the eastern region is stronger than the central and western regions. Finally, it is proposed that China should accelerate the development of the digital economy by strengthening regional digital infrastructure, promoting regional digital industry development, supporting and promoting regional digital R&D innovation, and optimizing the digital governance environment to achieve high-quality development of the regional brand economy.

Project-Based Approach as a Regional Brand Development Tool (on the Example of Moscow)

Project-Based Approach as a Regional Brand Development Tool (on the Example of Moscow)

The impact of a regional brand ambassador and social media advertising on brand trust and brand loyalty of Lazada in Indonesia

This research analyzes the impact of a regional brand ambassador and social media advertising on the brand trust and brand loyalty of Lazada, an online marketplace in Indonesia, directly and indirectly. The statistical technique is SEM-PLS to analyze 100 data using convenience sampling. The results show that social media advertising impacts brand trust directly and indirectly, and only brand trust impacts brand loyalty, while the regional brand ambassador does not impact brand trust or brand loyalty directly and indirectly. It implies that Lazada needs to do in-depth research to analyze the right brand ambassador that suits customers' preferences and produces more engaging advertising content to increase brand trust and build brand loyalty.

Regional Brand Positioning and Integrated Marketing Strategy under the Background of the Yellow River Strategy

Regional Brand Positioning and Integrated Marketing Strategy under the Background of the Yellow River Strategy

Instrumental research methods in sustainable food production as the guarantor of the Vologda Butter brand

The article considers the experience of the Vologda region in the formation of a regional brand on the example of Vologda oil: the history of the product, the features of its production. In order to identify and suppress the circulation of counterfeit and adulterated oil, as well as to ensure the release of a high-quality and safe product, instrumental research methods are considered. The methods presented ensure the innovative development of sustainable food systems.

The Branding of Kampung Adat Rimbo Tarok Gunung Sariak Village as a Cultural Tourism Attraction

Branding is the process of building a brand to form an image or brand image. One of the thematic villages is Kampung Adat Rimbo Tarok, Gunung Sariak. This village has the potential to develop as an area that can become a thematic village in Padang City. Kampung Adat Rimbo Tarok exhibits unique characteristics, which include traditional house buildings and traditional cultural arts activities. The area of Kampung Adat Rimbo Tarok has not been significantly branded as no promotional media and information are found, and the area has not been properly managed. As a result, not many people know about the existence of this thematic village. These problems inspired the authors to conduct community service activities in this village. The community service aims to brand the village as a thematic village, a program of the local government of Padang City. The local government turns the village into a cultural tourism area. Departing from the facts described, the author intended to brand the area, starting from forming the regional brand or logo to other supporting branding media, such as an information board and other relevant media for branding design. The design stages use the 4D (four D), which is used in designing a design idea and follows stages from defining to dissemination. The expected result of these community service activities is to achieve a cultural tourism identity attached to the community, ranging from the visual identity, corporate media, and sign systems that partners or the local government can implement in local villages.

Action Research on a Locally Oriented Sustainable Product

This research aims to visualize the social relations of a locally oriented sustainable product based on specialty product development in Nagara, Chiba. Japan’s population has declined since 2008. Sustainable regional revitalization, such as the United Nation’s Sustainable Development Goals, is an urgent issue. Developing specialty products to foster regional brands is flourishing in various places because regional brands will improve their earning power. Although various specialty products are being developed nationwide, there is no indicator of their social sustainability regarding how locally oriented products directly contribute to regional revitalization. Nagara Town is located in the central part of Chiba Prefecture and is the second-smallest town in the prefecture with a population of 6,520. Nagara Town and Chiba University signed a partnership agreement on regional revitalization in 2015 and are working on industry-government-academia collaborative community development with the theme of a continuous care retirement community (CCRC). In 2019, the university, local companies, and the town hall collaborated to develop a specialty product, “Nagara and Guarana (N&G).” Design thinking was used for the development, and the N&G prototype was completed in 2020. After prototype testing, N&G was commercialized in 2021, and 45,000 bottles were manufactured. It was sold at facilities and station shops inside and outside the town, and sold 36,510 bottles, successfully exceeding the original schedule. Unlike normal specialty product development, Nagara Town has become an N&G seller. Related studies have shown that locally oriented products contribute to social sustainability by localizing them according to the social context of the region on a global scale. However, in regional revitalization, building social connections within regions through locally oriented products contributes to social sustainability. However, there is no indicator of how locally oriented sustainable products contribute to this region. The author proposed a Socio-Relation Map (SRMap) to quantitatively measure the social relations of a product by counting the stakeholders involved. SRMap comprises stakeholders involved in product planning, manufacturing, and dissemination. Then, we applied SRMap to N&G to verify its effectiveness and limitations.

An Exploration of the Socioeconomic Benefits of Designating a Regional Park in the Severn Vale, UK

This study used qualitative research methods and GIS to explore the potential social and economic benefits of creating a regional park in the Severn Vale, Gloucestershire, UK. We first explored where the park boundary could potentially lie by a series of stages of suitability mapping in GIS. Subsequently, a mini focus group and three semi-structured interviews were conducted with experts in relevant fields in order to obtain perceptions on what the socio-economic benefits could be of establishing a regional park. Perceptions and suggestions obtained from the data recommended how the regional park should incorporate addressing issues such as health inequalities, inclusivity of all segments of society, options for active and sustainable travel, community engagement, and the creation of a positive regional brand, into the managerial practices and design elements of the proposed Severn Vale Regional Park.

(In)visible agents in regional development: Active individuals and their networks as a driver of regional product labelling initiatives

Support for regional production along with its certification and labelling can be understood more broadly as regional development initiatives. Accordingly, the declared objectives of many certification schemes include environmental, economic, social, and cultural aspects. However, to bring benefits for the region, a certification scheme must be used efficiently. Key actor interviews combined with an assessment of the activities of thirty Czech certification schemes, all members of the Association of Regional Brands, helped us identify positive and negative factors affecting the initiatives’ success and potential for enhancing regional development. In line with current institutional approaches to regional development, the engagement and creativity of actors as well as creating networks, which help them overcome various constraints, were found to be essential.

REGIONAL BRANDING OF WESTERN BALKANS THROUGH SUSTAINABLE TOURISM

Western Balkans (WB) is emerging from an unfortunate recent past which destroyed social structures and the uniform identity of the region. WBs is, historically, known as a region of diversity and impeccable natural beauty. Despite a visible need to take a holistic approach for WBs tourism marketing, a research-based strategy has yet to be defined and implemented for future action in the region. There are few current studies dealing with regional branding, brand identity and sustainable tourism in WB, and most of them do not offer a holistic approach in integrating the identification of tourism (through destination brand identity) and the promotion of tourism (through destination brand positioning). This research, therefore, aims to reach a framework for a holistic tourism marketing effort for the region by focusing on how WBs should create a regional destination image for a stronger destination marketing in the future. As one of the pioneering research studies on the subject, the research holds an exploratory approach, and the research question is answered based on qualitative SWOT analysis data from experts in the region. Findings from the qualitative research point to strong tourism potential in the region, which supports a strong argument for a sustainable tourism agenda of the WBs. Interviewed experts considered the lack of big-branded hotels as a weakness, due to the low levels of accommodation capacities, while confirming a weak strategic positioning of the region as a unified whole. Other results demonstrate that the region can also offer unique agrotourism products. This study concludes with a proposed “Sustainability–SWOT-based Destination Branding Model” as a guide for future tourism development and promotion efforts.

Interaction between Agricultural Industrial Clusters and Regional Brands of Agricultural Products

Interaction between Agricultural Industrial Clusters and Regional Brands of Agricultural Products

Potential Applicability of Visual Methods with Regional Branding

Potential Applicability of Visual Methods with Regional Branding