Olga Plyasunova
The concept of a brand is built when consumers, other entrepreneurs and competitors associate it with a set of intangible objects, thereby creating an image of a company or person. The Russian government’s policy to promote regional brands in particular – launched in 2017 – has seen success year on year.
There is no legal description of a regional brand in Russian legislation. However, various legal and periodical sources state that a ‘regional brand’ is a selection of objects that provide recognition of a region and foster a demand for goods produced in that territory.
The main purpose of a regional brand is to attract consumer attention to products manufactured in Russia and affiliated countries. This usually includes a number of objects, which allow the consumer to establish the relationship between the region of origin, the product and its special qualities. As there are no restrictions on registering a