Abstract

Intangible assets shape competitiveness of Russia’s region and require new effective development strategies. However, appellations of origin remain unpopular branding tools in the regions, which indicates a low demand for this type of intellectual property protection. Regional executive authorities seldom consider regional brands as a resource for local socio-economic development. A sociological survey made it possible to assess the opinions of regional executive authorities regarding the impact of regional brands on the local socio-economic development. The article describes some case studies of successful appellations of origin and brand support policies. However, the exact impact of appellations of origin on the development of the corresponding region remains unclear. The survey revealed the key factors that affect the influence of regional brands on the local socio-economic indicators. Three strategic directions could enhance the positive impact of regional brands on the socio-economic development: 1) to increase producers’ awareness of the benefits of appellations of origin in local brands; 2) to study and adapt the best practices in using appellations of origin as part of regional brands; 3) to improve regional brand support policies, e.g., by strengthening the role of authorities, optimizing various support measures, and identifying the impact of regional brands on the regional investment attractiveness. The results obtained may be used to strategize the socio-economic development in Russia’s regions.

Keywords

regional brand, strategizing, object of strategizing, strategic priority, regional executive authorities, intellectual property, appellation of origin, geographical indication

FUNDING

The research was part of project No. 124060300042-8, Federal Institute of Industrial Property: The effect of appellations of origin in brands on the socio-economic development of Russia’s regions.

REFERENCES

1. Aleksandrova AV. Smart marketing: Tools for promoting a regional brand. Digital economy, smart innovations, and technologies: Proceedings of the National (All-Russian) Scientific and Practical Conference, St. Petersburg, April 18–20, 2021. St. Petersburg: Politekh-Press; 2021. P. 179–181. (In Russ.) https://elibrary.ru/QSRHZQ
2. Alexandrova AV, Gorushkina SN. Regional branding: Assessment of the use of new development tools in modern conditions. π-Economy. 2023;16(2):37–51. (In Russ.) https://doi.org/10.18721/JE.16203
3. Bazhenov SV, Bazhenova EYu. Manifestations of economic identity in regional brands: Theoretical approaches to research. Terra Economicus. 2017;15(4):790–91. (In Russ.) https://doi.org/10.23683/2073-6606-2017-15-4-79-91
4. Belyaev MN. Influence of a geographic indication on the development of regions of the Russian Federation. Industrial Economics. 2020;(3):45–52. (In Russ.) https://doi.org/10.47576/2712-7559_2020_3_45
5. Goroshko NV, Patsala SV. Gastronomic brand as a tool for the development of regional gastronomic tourism. PNRPU Sociology and Economics Bulletin. 2022;(4):377–400. (In Russ.) https://elibrary.ru/BXYDUZ
6. Gorushkina SN, Tsareva EG. Regional Brands in the intercultural space of modern Russia. Sustainable Development Strategies: Social, Economic, and Legal Aspects: Proceedings of the All-Russian Scientific and Practical Conference, Cheboksary, January 26, 2023. Cheboksary: Wednesday; 2023. P. 233–235. (In Russ.) https://elibrary.ru/DIEPNV
7. Gorushkina SN, Tsareva EG, Sukonkina PA. Folk art culture as a sphere of application of modern intellectual property tools: Assessment of industry readiness. Kul'tura: teoriya i praktika [Culture: Theory and Practice]. 2022;(5):12. (In Russ.) https://elibrary.ru/FVTOVI
8. Gumerova LS. The topic of developing the institution of intellectual property is one of the key ones on the agenda of the Federation Council Committee on science, education and culture. Bulletin of FIPS. 2023;2(3):12–13. (In Russ.) https://elibrary.ru/BRGDSG
9. Devdariani NV, Rubtsova EV. Cognitive analysis and methodology of the regional brand concept creating in modern foreign and domestic researches. Karelian Scientific Journal. 2018;7(1):117–120. (In Russ.) https://elibrary.ru/YXJGCO
10. Demakova EA, Krotova IV, Kazakov AA. Integrated model of commodity and territorial branding based on stakeholder value analysis. Regional problems of economic transformation. 2019;(7):79–86. (In Russ.) https://elibrary.ru/ISYMNF
11. Zubov YuS, Zdunov AA. Formation of an intellectual property management system in the region. Experience of the republic of Mordovia. Bulletin of FIPS. 2024;3(2):112–120. (In Russ.) https://elibrary.ru/LRHHYB
12. Kalkova NN. Regional ethnocentrism as one of consumer choice predictors within neurobrand paradigm. Regional Economy. South of Russia. 2024;12(4):196–208. (In Russ.) https://doi.org/10.15688/re.volsu.2024.4.19
13. Kvint VL. The concept of strategizing. Vol. 1. St. Petersburg: NWIM RANEPA; 2019. 132 p. (In Russ.) https://elibrary.ru/VUMJTW
14. Kireeva IV. Regional brands and their potential in shaping the regional identity of youth (based on the results of a sociological study in the republic of Adygea). Social and Humanitarian Knowledge. 2023;(12):16–20. (In Russ.) https://elibrary.ru/DIWIIF
15. Makarova GI. Territorial branding in the works of Russian scientists. Proceedings of Higher Educational Institutions. Sociology. Economy. Politics. 2020;(3):22–34. (In Russ.) https://elibrary.ru/IVRWHI
16. Nazukina MV. Regionalism in the “messages” of the heads of subjects of the Russian Federation: A discursive perspective. Polis. Political Studies. 2022;(2):68–82. (In Russ.) https://doi.org/10.17976/jpps/2022.02.06
17. Neretin OP. Intellectual sovereignty of the Russian economy. Moscow: Federal Institute of Industrial Property; 2022. 166 p. (In Russ.) https://elibrary.ru/EEJPNI
18. Neretin OP, Klimanov VV, Gorushkina SN. Approaches to systematization of support measures aimed at involving products under a regional brand in the civil turnover. Bulletin of FIPS. 2024;3(4):394–405. (In Russ.) https://elibrary.ru/OSBLSU
19. Neretin OP, Tomashevskaya EA. Traditional knowledge and traditional cultural expressions as an aspect of intellectual property: The Problems of identification and protection. Observatory of Culture. 2017;14(5):540–549. (In Russ.) https://doi.org/10.25281/2072-3156-2017-14-5-540-549
20. Rospatent. Intellektualnaia sobstvennost – osnova tehnologicheskogo liderstva strany [Intellectual property is the foundation of the country's technological leadership]. 2024. Annual report. Moscow: Rospatent, 2025. 196 p. (In Russ.)
21. Ruzakova OA, Grin ES. Legal regulation of relationships pertaining to geographical indications. Vestnik permskogo universiteta. Yuridicheskie nauki [Perm University Herald. Juridical Sciences]. 2018;(42):685–699. (In Russ.) https://doi.org/10.17072/1995-4190-2018-42-685-699
22. Chkhotua IZ, Sadovnichaya AV, Vlasyuk LI, Khvorostyanaya AS. Strategizing of the tourism and trade show industries in the Russian Far East. Moscow: The First Economic Publishing house; 2024. 406 p. (In Russ.) https://elibrary.ru/SBQBEN
23. Phabrichniy SYu, Ruzakova OA. Novelties about the geographical indications as intellectual property rights. Imuscestvennye otnosheniia v Rossiiskoi Federacii [Property Relations in the Russian Federation]. 2018;(12):53–61. (In Russ.) https://doi.org/10.24411/2072-4098-2018-10126
24. Tsareva EG. Poniatie «regional'nyi brend» v kontekste regional'noi ekonomiki [The concept of "regional brand" in the context of the regional economy]. Intellektual'naia Sobstvennost'. Promyshlennaia Sobstvennost' [Intellectual property. Industrial property]. 2024;(6):80–87. (In Russ.) https://elibrary.ru/BTIINS
25. Tsareva EG, Gorushkina SN. Demand for support for regional brand manufacturers. Intellectual property as the foundation for innovative economy: Priorities and mechanisms for scientific and technological development: Proceedings of the XXVIII International Scientific and Practical Conference of Rospatent, Moscow, October 8–9, 2024. Moscow: Federal Institute of Industrial Property; 2024. P. 100–105. (In Russ.) https://elibrary.ru/YIXVPZ
26. de Almeida GGF, Cardoso L. Discussions between place branding and territorial brand in regional development – A classification model proposal for a territorial brand. Sustainability. 2022:14(11):6669. https://doi.org/10.3390/su14116669
27. Xu N, Zhao Y, Qin S. Exploring business owners’ engagement behavior for promoting regional brands in China: An empirical analysis based on the TPB and ABC theory. Sustainability. 2023;15(14):11329. https://doi.org/10.3390/su151411329
28. Zheng X, Huang Q, Zheng S. The identification and applicability of regional brand-driving modes for agricultural products. Agriculture. 2022;12(8):1127. https://doi.org/10.3390/agriculture12081127