РЕГИОНАЛНИ БРАНДИНГОВИ СТРАТЕГИИ В АГРОБИЗНЕСА
REGIONAL BRANDING STRATEGIES IN AGRIBUSINESS

Author(s): Plamen Petrov
Subject(s): Economy, Business Economy / Management, Agriculture, Marketing / Advertising
Published by: Икономически университет - Варна
Keywords: Strategy; agribusiness; branding
Summary/Abstract: Globalization of the world creates a change in the relative position of a given location. Regions and municipalities compete not only for resources and investments, but also for customers, public attention and capital, both internally and externally. It is necessary to emphasize that consciously or not the decision making process is influenced by pre-established ideas about the respective region. These competitive conditions increase the pressure on cities and regions to be more active and to create their brands, through which to manage the presentation of their value. The aim of the report is that residents present the main regional branding strategies in agribusiness, in order to achieve a positive attitude of the regions towards the products and to limit negative images.

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