BRANDING STRATEGY FOR EFFECTIVE AGRICULTURAL MARKETING IN NIGERIA

📄 Project Abstract

Branding strategies have become an accepted part of marketing activity and it is the norm for manufactured and processed food products to be offered to consumers as branded products. However, as any vigilant consumer would have noticed, there is still a wide range of agricultural products that remains unbranded. Agricultural and horticultural products are often relatively unprocessed and do not have clear brands associated with particular suppliers. It has become common to find generic brand associated with groups of suppliers, or are merely used as labels to identify particular attributes of the products. In attempting to explore such issues it is often assumed that the lack of such activity is a result of the small firms that exist in the industry, or simply because of the lack of marketing knowledge amongst producers. Farmers have normally sold their products as commodities. This means that there is no appreciable difference between the produce of a farmer and that of another fa...