{"title":"Readiness of food producers to reflect regions in their names and trademarks: a perspective for regional branding with sunflower oil","authors":"D. Ruban, V. Ermolaev","doi":"10.1515/helia-2020-0026","DOIUrl":null,"url":null,"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.","PeriodicalId":39086,"journal":{"name":"Helia","volume":"44 1","pages":"89 - 100"},"PeriodicalIF":0.0000,"publicationDate":"2021-04-14","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1515/helia-2020-0026","citationCount":"0","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Helia","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.1515/helia-2020-0026","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q3","JCRName":"Agricultural and Biological Sciences","Score":null,"Total":0}
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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.
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