Development of trademark for farm products: a study multi-case in Brazil

Authors

  • Juan Diego Ferelli de Souza
  • Dario de Oliveira Lima-Filho

DOI:

https://doi.org/10.17058/redes.v17i1.2764

Abstract

This paper aims to examine the proposal of value from the identity of the brands of foods developed by farmers in Brazil. The analysis of the identity of the brands was based on the Aaker (1996) model. The methodology was the multi-case studies with six food rural producers - two producers of milk, a pig farmer, a producer of fruit, a producer of honey and a producer of organic “caipirinha”. The results indicate that brand awareness of their responsibilities with respect to customers, consumers, environment and society.

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Published

2012-05-21

How to Cite

Ferelli de Souza, J. D., & Lima-Filho, D. de O. (2012). Development of trademark for farm products: a study multi-case in Brazil. Redes , 17(1), 55-69. https://doi.org/10.17058/redes.v17i1.2764

Issue

Vol. 17 No. 1 (2012)

Section

Articles

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