FORMATION OF A BRAND OF REGIONAL FOOD PRODUCTS IN THE CONDITIONS OF THE ECONOMY DIGITALIZATION ; ФОРМУВАННЯ БРЕНДУ РЕГІОНАЛЬНОЇ ПРОДОВОЛЬЧОЇ ПРОДУКЦІЇ В УМОВАХ ЦИФРОВІЗАЦІЇ ЕКОНОМІКИ
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| Titel: | FORMATION OF A BRAND OF REGIONAL FOOD PRODUCTS IN THE CONDITIONS OF THE ECONOMY DIGITALIZATION ; ФОРМУВАННЯ БРЕНДУ РЕГІОНАЛЬНОЇ ПРОДОВОЛЬЧОЇ ПРОДУКЦІЇ В УМОВАХ ЦИФРОВІЗАЦІЇ ЕКОНОМІКИ |
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| Autoren: | Дем’яненко , Олександр, Петричак, Олександр |
| Quelle: | Economic Bulletin of Cherkasy State Technological University; Vol. 26 No. 75(2) (2025); 32-43 ; Збірник наукових праць Черкаського державного технологічного університету. Серія: Економічні науки; Том 26 № 75(2) (2025); 32-43 ; 2306-4420 |
| Verlagsinformationen: | Черкаський державний технологічний університет |
| Publikationsjahr: | 2025 |
| Schlagwörter: | брендинг, цифровий маркетинг, блокчейн, діджитал-інструменти, географічне зазначення, локальні виробники, branding, digital marketing, blockchain, digital tools, geographical indication, local producers |
| Beschreibung: | In the modern conditions of economic digitalization, the formation of a regional food product brand is becoming particularly relevant. This process serves as a tool for enhancing the competitiveness of agri-food products, promoting them in domestic and international markets, and acting as a factor in regional development. The purpose of the article is to substantiate the feasibility and prospects of forming a regional food product brand in the context of economic digitalization, identifying key factors and tools that contribute to increasing the competitiveness of local food brands. To achieve this goal, a systematic review of scientific literature, logical-analytical generalization, and content analysis were employed. The article presents a comprehensive study of the theoretical and methodological foundations of food product branding, considering regional specifics and the challenges of digital transformation. The latest scientific contributions in the field of food product branding and regional development marketing strategies are analyzed. The study identifies the peculiarities of creating regional food brands, their competitive advantages, and strategic importance in shaping a positive territorial image. The key stages of brand formation with the participation of major stakeholders are outlined. Factors influencing the food product branding process are identified and systematized, taking into account digitalization opportunities. The structure of a regional food product brand is revealed, encompassing identity, quality, geographical origin, and cultural authenticity. Special attention is given to digital tools that ensure effective communication with the target audience, enhance consumer trust, and strengthen the market positions of producers. The main challenges faced by producers in the digital economy are also determined. As a result of the study, a comprehensive approach to forming a regional food product brand is proposed, based on the synergy of marketing tools, digital technologies, and regional ... |
| Publikationsart: | article in journal/newspaper |
| Dateibeschreibung: | application/pdf |
| Sprache: | Ukrainian |
| Relation: | https://ven.chdtu.edu.ua/article/view/334240/327112; https://ven.chdtu.edu.ua/article/view/334240 |
| DOI: | 10.24025/2306-4420.75(2).2025.334240 |
| Verfügbarkeit: | https://ven.chdtu.edu.ua/article/view/334240 https://doi.org/10.24025/2306-4420.75(2).2025.334240 |
| Rights: | http://creativecommons.org/licenses/by-nc/4.0 |
| Dokumentencode: | edsbas.91D49B1C |
| Datenbank: | BASE |
Nájsť tento článok vo Web of Science | Abstract: | In the modern conditions of economic digitalization, the formation of a regional food product brand is becoming particularly relevant. This process serves as a tool for enhancing the competitiveness of agri-food products, promoting them in domestic and international markets, and acting as a factor in regional development. The purpose of the article is to substantiate the feasibility and prospects of forming a regional food product brand in the context of economic digitalization, identifying key factors and tools that contribute to increasing the competitiveness of local food brands. To achieve this goal, a systematic review of scientific literature, logical-analytical generalization, and content analysis were employed. The article presents a comprehensive study of the theoretical and methodological foundations of food product branding, considering regional specifics and the challenges of digital transformation. The latest scientific contributions in the field of food product branding and regional development marketing strategies are analyzed. The study identifies the peculiarities of creating regional food brands, their competitive advantages, and strategic importance in shaping a positive territorial image. The key stages of brand formation with the participation of major stakeholders are outlined. Factors influencing the food product branding process are identified and systematized, taking into account digitalization opportunities. The structure of a regional food product brand is revealed, encompassing identity, quality, geographical origin, and cultural authenticity. Special attention is given to digital tools that ensure effective communication with the target audience, enhance consumer trust, and strengthen the market positions of producers. The main challenges faced by producers in the digital economy are also determined. As a result of the study, a comprehensive approach to forming a regional food product brand is proposed, based on the synergy of marketing tools, digital technologies, and regional ... |
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| DOI: | 10.24025/2306-4420.75(2).2025.334240 |