Competition between brands is becoming tougher every day. The battle for buyers is being waged not only in the capital - it is already unfolding in the regions. But is it easy to develop new sales markets? Let’s say the owners of a strong brand send their white queen on a confident raid in “foreign” regions. It would seem that local brands were facing checkmate, but that was not the case - in the regions the rules of the game are completely different. The formidable queen is mistaken for a simple checker, and on the very next move he is “eaten” by a regional king! This book is nothing more than a practical guide for company managers who are affected by the problem of expansion into regional markets. All issues are considered here from two points of view: both from the position of the “attackers” and from the “defenders”. The book contains a lot of examples characterizing the peculiarities of rivalry between regional brands and “outsiders” (national or international brands), taking into account the realities of domestic business.