BRAND MANAGEMENT IN THE AGRICULTURAL SECTOR

Boyana Boyanova ()
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Boyana Boyanova: University of Veliko Tarnovo, Bulgaria

Conference of the Department of Agricultural Economics, at the University of Economics - Varna, 2024, issue 1, 273-280

Abstract: Today, the brand is loaded with many more symbols - social, cultural and personal, it is the new dominant in the offering, as it carries messages of shared values and promises of added value. Thanks to him, shopping has turned from a necessity to acquire products into an experience with a strong emotional charge. Even more, the meaning of the existence of trademarks lies in the arrangement of the market and the control over quality. Together, they create a clear and accurate idea for consumers of the quantity and quality of the current offers from which they can choose. The purpose of the report is to present the six defining elements that must be present in a successful brand development model in the agricultural sector.

Keywords: brand; agricultural sector; strategies; politics; tactics (search for similar items in EconPapers)
JEL-codes: M30 M31 M37 (search for similar items in EconPapers)
Date: 2024
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