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- Title
Readiness of food producers to reflect regions in their names and trademarks: a perspective for regional branding with sunflower oil.
- Authors
Ruban, Dmitry A.; Ermolaev, Vladimir A.
- 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.
- Subjects
KRASNODAR (Russia); TRADEMARKS; SUNFLOWER seed oil; PREPAREDNESS; PLACE marketing; PROFESSIONAL associations; CANNED foods
- Publication
Helia, 2021, Vol 44, Issue 74, p89
- ISSN
1018-1806
- Publication type
Article
- DOI
10.1515/helia-2020-0026