THE ROLE OF AGRICULTURAL CONSULTANCY IN DEVELOPING BRANDING STRATEGIES FOR TRADITIONAL ROMANIAN BRANDS
Nowadays, developing a branding strategy has become a must even for commodities. The main decision many producers face is opting for a producer brand, a geographical brand or a certification brand when trying to create a coherent value proposition for their agricultural product. Nevertheless, the ma...
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| Main Authors: | , , , , , |
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| Format: | Article |
| Language: | English |
| Published: |
University of Agricultural Sciences and Veterinary Medicine, Bucharest
2016-01-01
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| Series: | Scientific Papers Series : Management, Economic Engineering in Agriculture and Rural Development |
| Online Access: | https://managementjournal.usamv.ro/pdf/vol.16_2/Art5.pdf |
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| Summary: | Nowadays, developing a branding strategy has become a must even for commodities. The main decision many producers face is opting for a producer brand, a geographical brand or a certification brand when trying to create a coherent value proposition for their agricultural product. Nevertheless, the main challenge they all encounter is how to build brand equity and establish a sound positioning strategy. In this paper we try to conceptualize the primary directions for action in agricultural consultancy regarding building brand equity. First we debate the necessity of branding for commodities. Secondly, we analyze the primary sources of brand equity for agricultural products in terms of value creation for consumers. Furthermore, we investigate the fundamentals of positioning strategies for agricultural commodities throughout the analysis of two case studies based on traditional Romanian brands. |
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| ISSN: | 2284-7995 2285-3952 |