Contemporary approaches to managing enterprises and organizations view quality as a set of criteria to be applied to all business processes, from cost management to consumer interactions. International experience shows that a systematic approach of this kind not only makes it possible for enterprises to increase labour productivity and production efficiency, but also ensures positive change at a macroeconomic level. Could quality become the foundation for a national strategy, and what is its role in creating the country of origin effect? What is the role of regional brands in this process? What are the specific features of investment projects in the field of quality? What tools have already been introduced in Russia to encourage domestic enterprises to produce quality products and services, and how effective are these proving to be?