THE IMPACT OF LOCAL PRODUCT BRANDING ON THE ECONOMIC PERFORMANCE OF AGRICULTURAL AND LIVESTOCK AGRO-PROCESSING INDUSTRIES IN VLORA

Abstract

This study aims to examine the impact of local product branding on the economic performance of the agricultural and livestock agro-processing industries in the region of Vlora. Based on the data collected from local agro-processing and agro-tourism industries, the purpose of this research is to analyze how branding strategies contribute to increasing the level of sales, the level of income, creating a strong identity, and improving the performance of businesses and the territory where these businesses are concentrated. The study includes in the analysis the influence of the local brand in the creation of the identity, in the level of sales, in the income, the profit margins, and the improvement of the economic performance of the agricultural and livestock agro-processing industries. For this reason, the research was conducted with the inclusion of over 100 industries/agritourism, and the analysis of the questionnaire data was conducted with the STATA program. From the results of the research, it is clear that investment in the branding of products with local indicators is necessary to stimulate economic development and to strengthen the market positioning of businesses in the agricultural and livestock sectors. Also, this research provides important recommendations for improving branding practices as a strategic tool for the development and consolidation of agro-processing industries in the region.