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Branding for development : desk research into the value of branding for development


Document type: report
Download file(s): 122243 (281 KB)
Abstract: Branding as a solution to the problems of smallholder producers in developing countries is a relatively new area of expertise. Established initiatives focus either on downstream-defined product branding for export markets (e.g. Fair Trade) or on regional branding, which requires broad territorial cooperation. But little serious attention has been given to strengthening the skills of farmer organizations, processors and traders to brand their products for regional and national markets. Small entrepreneurs in developing countries face several problems in product branding, given that they often lack : knowledge on branding, licensing and market positioning; access to chains for branded products; access to credits; production scale; quality products; entrepreneurial skills. This problem is expressed in the New Partnership for African Development, initiated in 2001 by the African Union, which identifies, as one of four main development issues, “the creativity of African people, which in many important ways remains underexploited and underdeveloped”. Establishing how to develop and use creativity, in the sense of entrepreneurship, for development purposes, is an important challenge. In response to this challenge, the Royal Tropical Institute (KIT) began by examining the issue of product branding. This working paper looks at the question of whether branding can strengthen the position of smallholders in value chains, and if so, how. The aim of the paper is to disseminate knowledge on the pros and cons of branding to Small and Medium Enterprises (SMEs) and practitioners in the South.
Authors: Boomsma, M. , Arnoldus, M.
Series Title: KIT Working Papers Series
Country: Viet Nam , Philippines , Burkina Faso
Category: Practice
Serial number: WPS.C2
ISSN: [1876-4142]
Keywords: capacity building , economic development
Language: eng
Organization: KIT - Royal Tropical Institute
PAGE: iv, 23
Place: Amsterdam
Publisher: KIT
Year: 2008
Right: © 2008 Royal Tropical Institute. This work is licensed under a Creative Commons Attribution-Noncommercial-No Derivative Works 3.0 Unported License.
Subject: Economic Development and Trade
Title: Branding for development : desk research into the value of branding for development