The Usefulness of Branding in Agricultural Marketing

Claudiu-Cătălin Munteanu ()
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Claudiu-Cătălin Munteanu: Institute of Agricultural Economics, Romanian Academy, Bucharest

Agricultural Economics and Rural Development, 2023, vol. 20, issue 2, 209-224

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.

Keywords: branding strategies; agricultural commodities; agri-food products (search for similar items in EconPapers)
JEL-codes: M31 O14 (search for similar items in EconPapers)
Date: 2023
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