Брандиране на земеделски продукти
Branding Agricultural Products

Summary/Abstract: The goal of the study is to outline opportunities for branding of agricultural products. The study discusses the difficulties in branding agricultural products, the significance of the legally protected intellectual products for branding agricultural products, the conflicts between the intellectual products, the approaches for branding agricultural products. The paper analyzes the main difficulties for branding agricultural products – big heterogeneity of the quality of the agricultural products in time and space. Determined are the intellectual products (inventions, new sorts and breeds, geographic names, brands, firm names, domain names, technologies and know-how), which are a basis for branding agricultural products. The paper states that there are many conflicts between geographic names, brands and other intellectual products. There are substantial difficulties concerning creating and establishing a brand of an agricultural product at agricultural enterprise level. In perspective, internet will be significant for branding agricultural products. The agricultural products should increase the integration with markets, processing and R&D sectors. They should also form strong structures for joint marketing, which will improve their access to intellectual products.

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