Strategie marek w agrobiznesie
Brand strategies in agribusiness

Summary/Abstract: The paper presents some theoretical issues concerning the different types of brand strategies for companies and then there are presented examples of practical application of this element of marketing management in enterprises operating in the agribusiness sector. The brand strategies have been divided into three groups (division according to the owners of brands, products or groups of products and positioning of products). On the basis of considerations it can be stated that in the agribusiness sector, there is used a great diversity and richness of brand strategies. This is influenced, among others, of branch specification and deep end-user segmentation.

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