Branding as a strategy for marketing agriculture and agro-based industry products.

Dwi Rizky, . and Tarmizi Haimid, . and Rozhan Abu Dardak, . Branding as a strategy for marketing agriculture and agro-based industry products. pp. 37-48. ISSN 1823-8149

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.

Full text available from: Official URL: http://etmr.mardi.gov.my/Content/ETMR%20Vol.%207%2...

Abstract

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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Item Type:	Article
AGROVOC Term:	Branding
AGROVOC Term:	Agricultural products
AGROVOC Term:	Market strategy
AGROVOC Term:	Entrepreneurs
AGROVOC Term:	Qualitative analysis
AGROVOC Term:	Brands
AGROVOC Term:	Marketing strategy
AGROVOC Term:	Ownership
AGROVOC Term:	Packaging
AGROVOC Term:	Acceptability
Depositing User:	Mr. AFANDI ABDUL MALEK
Last Modified:	24 Apr 2025 00:55
URI:	http://webagris.upm.edu.my/id/eprint/9726

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