REGIONAL FMCG BRANDS: THEIR USE IN CREATION OF INTER-REGIONAL CHAINS OF ADDED VALUE AND FORMING THE IMAGE OF TERRITORIES

Abstract

The article is devoted to the development of methodological approaches to the use of unique natural resources (characteristics) of territories that are capable of being embodied in the consumer properties of food products produced at enterprises located in these territories. The development and production of such goods creates real prerequisites for the formation of a reputation, both of enterprises themselves and of the territories (regions) where they are located. Based on the reputation formed due to the unique natural characteristics of the area, it is recommended to develop trademarks, create regional product brands with the aim of using them in promoting goods with unique consumer properties to other regional markets, including foreign ones. The conditions and rules of registration of the name of the place of production of goods, the reflection of the toponym in the brand name are described; an overview of regional Altai product brands is presented, including the unique natural properties of the area in their consumer properties. The provision that the most acceptable for the initial presentation of Altai in other regional markets is Altai honey. As the main form of promoting Altai honey to other regional markets, it is proposed to use value-added chains. It substantiates the provision that regional product brands promoted to other regional markets, including foreign ones, contribute to the formation and development of the image of the territory, in this case, the Altai Territory. The material presented in the article can be used in the development of specific methodological proposals for solving the problems of the development of territories and enterprises located on them.