Yarosh O. B., Kalkova N. N., Babak S. E. Promoting regional brands of the Republic of Crimea: Opportunities for developing the agro- industrial complex // The Russian Peasant Studies. 2026. V.11. №3. P. 171-193.

EDN: LLDWYR

Annotation

The authors argue that the potential for developing regional brands in the Republic of Crimea is significant, particularly in the context of agricultural development. Currently, the program supporting the agro-industrial complex and promoting local brands has stimulated active efforts to systematize, catalog and assess the market potential of regional brands. As new brands, specifically with geographical indications (GIs) and appellations of origin (AOs), are identified and registered, there is growing scholarly interest in analyzing consumer demand for local farm produce and in identifying factors that influence purchasing decisions and brand groups that hold the most promise for positioning the region’s products in external markets. The authors also assess the agricultural production potential for regional brands and territorial specialization of (peasant) farms in the Republic of Crimea. The study’s practical significance lies in its contribution to strategies for promoting regional brands based on a unified trademark to support local agricultural producers.

Keywords

Agro-industrial complex, Republic of Crimea, locally produced goods, regional brands, (peasant) farms.  

About the authors

Olga B. Yarosh, DSc (Economic), Professor, Department of Marketing, Trade and Customs; Chief Researcher, Laboratory of Neuromarketing and Behavioral Economics, Institute of Economics and Management, V. I. Vernadsky Crimean Federal University. Ac. Vernadskogo Prosp., 4, Simferopol, Republic of Crimea, 295007, Russia.
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Natalia N. Kalkova, DSc (Economic), Associate Professor, Department of Marketing, Trade and Customs; Leading Researcher, Laboratory of Neuromarketing and Behavioral Economics, Institute of Economics and Management, V. I. Vernadsky Crimean Federal University. Ac. Vernadskogo Prosp., 4, Simferopol, Republic of Crimea, 295007, Russia.
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Svetlana E. Babak, PhD Student, Department of Marketing, Trade and Customs; Researcher, Laboratory of Neuromarketing and Behavioral Economics, Institute of Economics and Management, V. I. Vernadsky Crimean Federal University. Ac. Vernadskogo Prosp., 4, Simferopol, Republic of Crimea, 295007, Russia.
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