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The Usefulness of Branding in Agricultural Marketing

Author

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  • Claudiu-Cătălin MUNTEANU

    (Institute of Agricultural Economics, Romanian Academy, Bucharest)

Abstract

The post-pandemic landscape has ushered in significant changes in food and agricultural markets, with a call from policymakers for proactive transformation towards a climate-neutral, digital, and inclusive food sector. Despite policy recommendations, market trends are primarily shaped by consumer behaviour, and many consumers remain hesitant to embrace circular economy practices and sustainability paradigms. Thus, policymakers must consider consumer preferences and willingness to change consumption patterns. In this context, branding emerges as a crucial tool in agricultural marketing, capable of influencing consumer preferences and promoting agricultural products, contributing to the sector’s overall success. A traditional view of agricultural marketing involves the logistics of moving products from farms to consumers. However, in this evolving landscape, branding transcends mere logos and slogans, encompassing the holistic image, reputation, and perception of agricultural products. This article explores the role of branding within the agricultural supply chain and delves into the importance of branding by examining strategies and case studies in agricultural markets. It also underscores the challenges in agricultural branding while offering potential solutions.

Suggested Citation

  • Claudiu-Cătălin MUNTEANU, 2023. "The Usefulness of Branding in Agricultural Marketing," Agricultural Economics and Rural Development, Institute of Agricultural Economics, vol. 20(2), pages 209-224.
    • Handle: RePEc:iag:reviea:v:20:y:2023:i:2:p:209-224
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    References listed on IDEAS

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    More about this item

    Keywords

    branding strategies; agricultural commodities; agri-food products;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • O14 - Economic Development, Innovation, Technological Change, and Growth - - Economic Development - - - Industrialization; Manufacturing and Service Industries; Choice of Technology

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