The role of branding agricultural products in better market valorization

Abstract

The purpose of this paper is to consider role of branding agricultural products in better market valorization. The benefit of branding is especially significant for rural and insufficiently developed environment. The problems of rural environments are multidimensional, but revitalization and improvement of development leads to strengthening competitiveness of these areas. The higher price of products enables the increase of income of agricultural workers, as well as diversification of the rural economy and creation of conditions of better socioeconomic aspects in rural environments. Creation of a more desirable image of an agricultural product most often has a strong reflection on the area of origin, as well as on reformation of the social attitude towards that environment. Branded products and services have a higher market value, due to which legal aspects enabling not only branding, but maintenance of a brand as well, are of special significance.

Promotion of Agricultural Products and Alcoholic Beverages Through European Quality Schemes in Eu Countries for the Year 2022

“…Although the main purpose for which the quality schemes were developed was the legal protection of products, their promotional role is indisputable, this article generally referring to products whose name has been protected through PDO, PGI, GI, TSG. Thus, Uzelac, Mijatović and Lukinović (2022), specified that, through the legal protection conferred, the quality schemes protect the producers of counterfeit products (surrogates on the market), thus giving the right to the exclusive use of the protected names of the products. Also, the promotion of products based on their protected origin leads to an increase in their market value, as a result of the trust that consumers have in these products.…”