The issues of territorial branding of agricultural products in modern conditions

Abstract

The development of agribusiness in Russia requires the quality improvement of agricultural products and the market instruments improvement for the purpose of sales growth in all sectors of agricultural products in domestic and overseas markets, providing the efficiency increase of agricultural companies' activity, the sustainable development and the economic safety of territories in the framework of national projects. The increased attention to the technologies of commodity and corporate branding as tools aimed at improving the competitiveness of agricultural products and producers in modern conditions makes the necessity to use territorial branding relevant. Territorial branding creates a synergistic effect both in ensuring the products quality and the market support for agricultural products. The development of territorial brands of agricultural products is constrained by the insufficient scientific and methodological support, in particular, the brand structure definition. The adaptation of territorial brand models to agribusiness carried out by the authors will help to solve one of the scientific problems and to use it in the practice of territorial branding.