Theoretical aspects of food differentiation, brand management and rebranding

Viorica – Mirela Popa, Diana Nicoleta Raba, Delia – Gabriela Dumbrava,Camelia Moldovan

Volume 23, Issue 2;
Pages: 74-77; 2017
ISSN: 2069-0053 (print) (former ISSN: 1453-1399), Agroprint;
ISSN (online): 2068-9551
The aim of this paper was to highlight food differentiation strategies, the substantial role of advertising, promotion techniques and the launch of new products and sales. The importance of brand management and management of differentiation through the food line that is based on logical market segmentation concepts has been highlighted, targeting the consumer s need for market power. Theoretical notions and defining elements of the brand, management and highlighting techniques as well as the benefits and services offered to consumers by the company have been studied. The volume of human, financial, material and emotional resources involved makes rebranding a true standard of economic prosperity, but also a moral and ethical standard of the country s private domain.
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