Abstract
This work focuses on the development of rural communities through their productive and commercial orientation - and how the development of collective brands is a vehicle for the achievement of identity, representation and commercial value. A theoretical scheme or model is developed on collective marks through a bibliographic and sectoral review on collective trademarks. Bibliography is reviewed around collective brands, rural business development, branding. At the field level, shared intelligence is built through interviews with experts from the agro, marketing, copyright. The study focuses on the factual analysis of real cases of brand implementation collectives in Peru, in rural areas. To contrast, we use field work that evaluates this process with relevant stakeholders Finally, an integrative analysis of schemes and models is proposed for the development participatory collective branding that is scalable. The idea is to refine the process in details to ensure greater effectiveness and applicability of the model.
Presenters
Nicolas OrtizProfessor, Marketing, Universidad de Lima, Lima, Peru Christiam Mendez
Professor and Researcher, Facultad de Ciencias Empresariales y Economicas, Universidad de Lima, Peru
Details
Presentation Type
Paper Presentation in a Themed Session
Theme
Food Production and Sustainability
KEYWORDS
Collective Brands, Organic Market, Agroecology, Green Marketing, Sustainability
