The role of a brand in recognition of agri-food products from Serbia

Mihailović, Branko and Vuković, Predrag (2017) The role of a brand in recognition of agri-food products from Serbia. In: Strategies for the agri-food sector and rural areas – dilemmas of development, no 52.1 “The Polish and the EU agricultures 2020+. Challenges, chances, threats, proposals. Institute of Agricultural and Food Economics - National Research Institute, Warsaw, Poland, pp. 236-251. ISBN 978-83-7658-690-8

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Abstract

The purpose of this paper is to consider the possibilities of branding agri-food products from Serbia, which contributes to their recognition and competitiveness increase. Development of sustainable competitive advantage refers to a logical understanding of advantages and flaws of a firm in regard to possibilities and threats on the market. Research on behaviour of buyers and appropriate targeting of the real segment provides input values for development of a special marketing mix. The essential connection of the consumers’ needs with the firm’s possibilities constitutes brand development. This process enables a firm to develop a special distinctive identity and to position itself on the market so as to differ from its competitors. The traditional economic theory is based on the assumptions of perfect competitive markets, on which numerous salesmen offer identical products for sale. It is assumed that all the products are perfectly replaceable; thus, by competition process, the prices become minimal up to the sufficient level to pay suppliers, in order for them to be able to continue operation on the market. The research shows that the products differ with the level to which they can be differentiated. Most of the agricultural products are homogenous because of their basic market and commercial-technological features. In other words, agriculture, as an economic activity, is as specific as the most of raw agricultural products, and also some food products (raw meat), can be classified in the group of homogenous products, with small or no opportunities for differentiation. The exception is surely production of healthy, organic food, where there are significant opportunities for brand development and products differentiation. Generally, the agricultural products have insignificant opportunities for differentiation, but such products are the best to check the talent for marketing.

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