Significance of Financial Valuation of Brands in Agribusiness in Serbia
Significance of Financial Valuation of Brands in Agribusiness in Serbia

Author(s): Jelena Ignjatović, Ivana Vladimirović, Borislav Kolarić
Subject(s): Social Sciences, Economy
Published by: Udruženje ekonomista i menadžera Balkana
Keywords: Financial valuation; Brand; Agribusiness; Serbia
Summary/Abstract: Agricultural production represents a significant financial and economic value of the Serbian economy. Today’s food crisis has shown the importance of agribusiness for the economic development of both, countries in transition and Serbia. Therefore, modern management approaches, in the sphere of agribusiness, are gaining more and more importance. A large number of agricultural enterprises in Serbia derive part of their value from the strength of the brand they produce. That is why agricultural managers strive to increase the value of the company, through increasing the value of the brand. As the modern economy bases value on the customer, it is important to look at and determine the parameters of the company’s value, through brand valuation. There are numerous examples of branded agricultural and food products in Serbia. These are traditional products, with a quality mark, made from high-quality domestic raw materials, according to a unique recipe and technological procedure. Such products usually have a mark of geographical origin and have recognizable characteristics. It adds value, that is realized, by selling on the market. In Serbia, the most common brands are the following products: meat, cheeses, wines, beers, water, honey and many other products obtained by processing domestic fruits and vegetables. Therefore, the goal of this paper is to determine the importance of the financial valuation of the brand in agribusiness in Serbia. In this paper, research was conducted based on data analysis through the synthesis of theoretical and empirical facts. From the methodological side, the work is based on the desk method of research, which covers synthesis, analysis, deduction and induction, but also methods of description of published scientific works, texts and documents related to brand valuation in agribusiness. In addition, the collected data were systematized. After the introduction, the paper primarily discussed the importance of product branding. The importance of the financial valuation of the brand in Serbia was analyzed with a focus on its financial effects, as well as the importance of product branding in Serbian agribusiness. At the end, a conclusion is given.

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