METHODOLOGICAL BASIS OF CREATING A LOCAL FOOD BRAND

Abstract

The formation of a national food brand plays a pivotal role in enhancing a country's competitiveness in the global food market while also contributing to the sustainable development of its agro-industrial sector. This paper explores the theoretical and methodological foundations necessary for the creation of a national food brand, emphasizing the integration of economic, cultural, marketing, and policy-related components. Drawing on branding theories, consumer behavior studies, and value chain models, the research establishes a comprehensive framework that aligns national identity with product differentiation strategies. The study also critically reviews international practices and benchmarks in food branding to extract adaptable methodologies relevant to national contexts. A particular focus is placed on the methodological tools needed to assess consumer perception, brand equity, and socio-economic impact. The paper concludes by proposing a structured approach to building and institutionalizing a national food brand that supports both local producers and international positioning, contributing to food security, rural development, and export diversification.