Branding agricultural food products as the trading factors
2003
Bozidarevic, D. (Poljoprivredni fakultet, Novi Sad (Serbia and Montenegro). Departman za ekonomiku poljoprivrede)
Brand building and developing is certainly not an easy task to do, so the one-step-at-the-time approach is needed. Concerning the task's complexity as well as time limitations, the efforts are necessary of numerous participants in creating of recognizable agricultural and food product brands, both conventional and the safe-food ones. Agricultural and food products branding require attractive, profitable and cost-efficient product. As pointed out in this paper, numerous factors are to be taken into consideration in the course of brand building. Since the huge producers are highly advantaged in the increasingly saturated markets, our production (based on small family farms and medium-size companies) requires horizontal and vertical marketing co-operation. Brand building includes brand labeling, which is to point out the content, nutrient ingredients, but also the product's origin: national (country/state), regional (region,area) and local (site - which should arise positive associations with respect to ecological conditions, tradition, product's quality, etc.). Brand building and brand management is closely dependent on creating the product's image - which is the long-term process, gaining even more significance as the brand crosses regional or national borders and enters international markets.
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