Branding as a strategy for marketing agriculture and agro-based industry products.
2012
Dwi Rizky | Tarmizi Haimid | Rozhan Abu Dardak
Brand is one of the important elements in marketing a product. Nevertheless, branding of an agriculture product is relatively new and still in an infant stage. It is also very challenging for a firm to brand its agricultural products. This study is aimed to examine the entrepreneurs’ perception towards agricultural brand, such as the criteria in branding their products, to identify relationships between brand indication and marketing strategy, and to understand the value of the agricultural brand. This study used a qualitative research method. Specifically, a focus group discussion was carried out to gather information from 15 entrepreneurs who were involved in producing and marketing agricultural products. The study found that the entrepreneurs associated brand with the identity, quality and image of a product, and represented the firm. Brand increases its product competitive advantage and opens the doors of hypermarkets and supermarkets across the country and enables the products to be exported globally. Firms employ a different strategy when branding their products, such as using different brands for different markets or one brand for all markets. In conclusion, brand helps entrepreneurs to expand their products in the domestic and global markets.
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