Branding In Agriculture: Milk Gets A Makeover
- Topics:
- Brand Strategy
- Tags:
- Agriculture,
- Branding,
- Interbrand,
- Marketing
- Source:
- Interbrand
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Overview: From the executive summary: ‘Agriculture historically has been organized on a local basis with local production supplying local demand. Today, agriculture is a multi-billion dollar global industry, with both major and minor players exporting and selling their products around the world. As production is now targeted at global markets, participants increasingly require a global strategy. Global branding has become an essential element of business strategy. Commodities are products and services that customers perceive to be homogenous, and a market or industry remains commodity driven if products fail to differentiate in the eyes of the consumer. As commodity markets have become highly saturated, with resulting price decreases, producers now recognize that their future economic prosperity demands a switch from commodity trading to offering differentiated goods and services. One of the fundamental methods of differentiation involves branding.’ The paper examines the implications of branding in the agricultural sector.
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Format: HTML | Date: Jan 2003 | Pages: 1
