Marca "em" campo: o produtor rural agregando valor à sua produção

AUTOR(ES)
DATA DE PUBLICAÇÃO

2007

RESUMO

The aim of this research is to analyze the value proposal caused by the identity of the trademarks of food products developed by agricultural producers. The agribusiness is an important sector of the Brazilian economy,having a large share of the Gross National Product. Despite of all the importance of the sector, the producers are through financial problems, mainly after the withdrawal of the Government as the main financing agent of the rural activity. This movement, started in the 80 s, forced the producers to develop new alternatives of income in the rural sector. Among those news actions, adding value to the products - treated as commodities before that - and the developing of trademarks by the producers are the most important, being those the object of this paper. For the analysis of the trademarks developed by the agricultural producers, the theory was structured in value adding, trademarks and trademark identity. The analysis of the identity of the trademarks used the model of the identity planning proposed by Aaker (1996), that sustained the research and analysis developed throughout the paper. The methodology used was the multiple study cases, where six cases of producers that produced raw material were analyzed and, with the previously identified pitfalls, added value to their products and created their trademarks. The cases analyzed contemplated two milk producers, one pork producer a fruit producer, a honey producer and a organic "cachaça" producer. The results of this paper aim other trademarks conscientious of their responsibilities relating to clients, consumers, the environment and the society. Finally, the contributions and limitation to this work are presented, so as the suggestions for future works.

ASSUNTO(S)

mercadologia foods agricultural producer alimentos tradmark identy identidade da marca produtor rural

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