Regional Product Brands: In-Depth Interviews with Producers

Abstract Regional products’ significance is increasing for consumers and producers, highlighting the need to examine regional labeling. This study explores the perceptions of regional product brand owners in the Liberec region (Czech Republic) regarding labeling systems, focusing on challenges and strategic approaches. A qualitative methodology included semi-structured interviews with four brand owners between July and November 2023. Findings reveal varied perspectives on regional branding, with challenges in certification criteria, consumer trust, and marketing. The results are analyzed with existing literature, concluding with recommendations for improving certification standards and promotional strategies.