Mapping the terrain of public agri-food brands at a regional level in Spain: Keys to build strong brands

Pilar Buil; Marta Salvat Benlloch

doi:10.3232/UBR.2023.V20.N2.01

Mapping the terrain of public agri-food brands at a regional level in Spain: Keys to build strong brands

Pilar Buil, Marta Salvat Benlloch

Departament de Comunicació Audiovisual i Publicitat

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Resum

This study aims to examine the category of regional quality public brands in the agri-food sector in the 17 autonomous regions in Spain. Moreover, some proposals of direct application for companies in the agri-food sector and Governments are made to build strong brands. Considering the context of “emptied Spain”, these findings are particularly relevant to strengthen the territory and to promote the agri-food sector.

Títol traduït de la contribució	Mapeo de las Marcas Públicas Agroalimentarias de Ámbito Regional en España: Claves para Construir Marcas Fuertes
Idioma original	Anglès
Pàgines (de-a)	18-55
Nombre de pàgines	38
Revista	UCJC Business and Society Review
Volum	20
Número	77
DOIs	https://doi.org/10.3232/UBR.2023.V20.N2.01
Estat de la publicació	Publicada - 29 de juny 2023

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10.3232/UBR.2023.V20.N2.01

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title = "Mapping the terrain of public agri-food brands at a regional level in Spain: Keys to build strong brands",

abstract = "This study aims to examine the category of regional quality public brands in the agri-food sector in the 17 autonomous regions in Spain. Moreover, some proposals of direct application for companies in the agri-food sector and Governments are made to build strong brands. Considering the context of “emptied Spain”, these findings are particularly relevant to strengthen the territory and to promote the agri-food sector.",

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author = "Pilar Buil and Benlloch, \{Marta Salvat\}",

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AB - This study aims to examine the category of regional quality public brands in the agri-food sector in the 17 autonomous regions in Spain. Moreover, some proposals of direct application for companies in the agri-food sector and Governments are made to build strong brands. Considering the context of “emptied Spain”, these findings are particularly relevant to strengthen the territory and to promote the agri-food sector.

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KW - brand identity

KW - brand management

KW - emptied Spain

KW - differentiation

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JO - UCJC Business and Society Review

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Mapping the terrain of public agri-food brands at a regional level in Spain: Keys to build strong brands

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