Brand Marketing of Regional Products – A Potential Strategic Management Tool in Regional Development

Abstract

The study is based on a theory of the regional development and building of competitiveness of regions, as well as the regional labelling of products through using instruments of strategic management for the targeted direction of local marketing. Creating regional identity in the 21st century must be reflected in the public sector. The objective of the research was to define the influence of regional product brand existence on the efficient development of territorial marketing in the analysed regions under the conditions typical for the Slovak Republic. Based on a scientific evaluation of theoretically defined key terms (“region”, “regional labelling”, “regional product” or “territorial marketing”), the authors have proceeded to analyse individual brands of regional products in selected territorial units of the Slovak Republic – Kopanice; Záhorie; Hont; Ponitrie; Podpoľanie; Gemer-Malohont; Malodunajsko-Galantsko; Karsticum; Novohrad; Nitrava; and Pohronie. Within the analysis, they have conducted an empirical (quantitative) research in a form of questionnaires distributed to a target group of respondents that were defined as the coordinators of regional labelling of products and services for the analysed regions; these are dominantly local action groups and civic associations operating in the given territory. The aim of the authors’ study was to identify the character of the influence that the existence of regional brands of products has on an efficient increase in the promotion and awareness of the analysed regions with an objective to outline the possibilities of using the theory of regional product labelling under the conditions of the Slovak Republic within the context of territorial marketing development.