Readiness of food producers to reflect regions in their names and trademarks: a perspective for regional branding with sunflower oil

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.