Readiness of food producers to reflect regions in their names and trademarks: a perspective for regional branding with sunflower oil-Reference-Cited by-同舟云学术

Readiness of food producers to reflect regions in their names and trademarks: a perspective for regional branding with sunflower oil

Published:2021-04-14 Issue:74 Volume:44 Page:89-100
ISSN:2197-0483
Container-title:Helia
language:en
Short-container-title:

Author:

Ruban Dmitry A.¹²,Ermolaev Vladimir A.³

Affiliation:

1. K.G. Razumovsky Moscow State University of Technologies and Management (the First Cossack University) , Zemlyanoy Val Street 73 , Moscow 109004 , Russia

2. Department of Management, Higher School of Business , Southern Federal University , 23-ja Linija Street 43 , Rostov-on-Don 344019 , Russia

3. Department of Commodity Science and Expertise , Plekhanov Russian University of Economics , Stremyanny Lane 36 , Moscow 117997 , Russia

Abstract

Abstract Popular food products can be used in regional branding. Names and trademarks of 56 Russian producers of sunflower oil, which is nationally high-demanded culinary oil, are analyzed to find indications of regions. The regional affinity is classified and scored. It is found that about a half of the considered producers indicate region of location in their names and/or trademarks. Often, regions are considered directly, although some producers mention them in unclear or allegoric ways. Many region-concerned producers concentrate in the Altai, Rostov, and Krasnodar regions. These findings indicates on the urgency of support of the region-related naming by regional administrations and professional associations.

Publisher

Walter de Gruyter GmbH

Subject

Agronomy and Crop Science

Link

https://www.degruyter.com/document/doi/10.1515/helia-2020-0026/pdf

Reference51 articles.

1. Abramova, K. (2018). A review of the Russian market of vegetable oil, Rossijskij prodovol’stvennyj rynok 7. Available at: http://www.foodmarket.spb.ru/archive.php?year=2018&number=174&article=2575.

2. Askegaard, S., and Kjeldgaard, D. (2007). Here, there, and everywhere: place branding and gastronomical globalization in a macromarketing perspective. J. Macromarketing 27: 138–147, https://doi.org/10.1177/0276146707300068.

3. Asprogerakas, E., and Mountanea, K. (2020). Spatial strategies as a place branding tool in the region of Ruhr. Place Brand. Publ. Dipl. 16: 336–347, https://doi.org/10.1057/s41254-020-00168-1.

4. Baker, J.E. (2019). On the bottle: situating place-based discourses in global production networks – a visual and textual analysis of craft beer labels. Acta Univ. Carol. Geograph. 54: 3–14, https://doi.org/10.14712/23361980.2019.1.

5. Bertozzi, L. (2012). Protected designation of origin - Italian model. Bull. Int. Dairy Fed. 457: 18–22.