CONCEPTUAL AND METHODOLOGICAL FOUNDATIONS FOR BUILDING LOCAL FOOD BRANDS

Abstract

The formation of a national food brand plays a pivotal role in enhancing a country's competitiveness in the global food market while also contributing to the sustainable development of its agro-industrial sector. This paper explores the theoretical and methodological foundations necessary for the creation of a national food brand, emphasizing the integration of economic, cultural, marketing, and policy-related components. Drawing on branding theories, consumer behavior studies, and value chain models, the research establishes a comprehensive framework that aligns national identity with product differentiation strategies. Synthesizing insights from resource-based theory, signaling theory, and stakeholder theory, the study delineates core dimensions of brand capital—awareness, associations, perceived quality, loyalty, and proprietary resources—and shows how each dimension can be strategically leveraged through integrated marketing communications, innovation governance, and data-driven customer experience design. Methodological attention is devoted to the selection and triangulation of valuation techniques—including financial market metrics, consumer-based surveys, and advanced econometric modeling—so that brand capital becomes a measurable and actionable corporate asset.