Management and marketing challenges of origin-based collective branding for agri-food products

Abstract

   Geographical origin is seen as a branding tool for product to make it different. It is also a collective brand because its owned and used commonly and simultanously by many manufacturers. Collective branding, in terms of theory and methodology, is much more complex than building a private brand which is owned and used by a specific manufacturer. Brand managers need to examine the challenges involved in origin branding based on collective approach, that help them develop their compatible brand strategy. This paper addresses the management and marketing challenges in collective branding for agri-food products in general. The research has revealed a conceptual orientation for practical reseaches in origin branding for agri-food products in specific geographical areas.