O uso do branding como estratégia competitiva para o agronegócio no Estado do Amazonas

Abstract

Consumers' lack of value perception in the offer of regional agricultural products has forced rural producers to always compete for price. Even products recognized as "exclusive" Amazon also compete for space in this same segment. We have developed a study of branding strategies that can enable producers to change consumers' perception of value, thereby taking their products to another level of valuation, and hence price and profit margin. Through bibliographic and documentary research, we collect information about agribusiness (in Brazil and the state of Amazonas) and about branding. After identifying the Amazonian agribusiness productive chains and the branding strategies recommended by the literature, we induced which strategies would be more likely to have the expected positive impact on the perception of the value of the product. In order to make this information available to the interested public, we also consider the best option within graphic design to spread knowledge, taking into account the public profile, the context of use and the technical constraints inherent in printing processes. Thus, the proposed booklet contains the recommendations of branding strategies in a format that allows easy manipulation and storage. We further note that further studies of the application of one or more recommended strategies, as well as their effects on specific supply chains, are recommended.