Published in Scientific Papers. Series "Management, Economic Engineering in Agriculture and rural development", Vol. 16 ISSUE 2
Written by Ion BOZGĂ, Alexandru Narcis BOZGĂ, Daniel NIJLOVEANU, Victor TITA, Corina CRUCERU, Nicoleta (Pătrăchioiu) GHEORGHE

Nowadays, developing a branding strategy has become a must even for commodities. The main decision many producers face is opting for a producer brand, a geographical brand or a certification brand when trying to create a coherent value proposition for their agricultural product. Nevertheless, the main challenge they all encounter is how to build brand equity and establish a sound positioning strategy. In this paper we try to conceptualize the primary directions for action in agricultural consultancy regarding building brand equity. First we debate the necessity of branding for commodities. Secondly, we analyze the primary sources of brand equity for agricultural products in terms of value creation for consumers. Furthermore, we investigate the fundamentals of positioning strategies for agricultural commodities throughout the analysis of two case studies based on traditional Romanian brands.

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