Mapping the terrain of public agri-food brands at a regional level in Spain: Keys to build strong brands

Abstract

This study aims to examine the category of regional quality public brands in the agri-food sector in the 17 autonomous communities in Spain. Moreover, some proposals of direct application for companies in the agri-food sector and Regional governments are made to build strong brands. These findings are particularly relevant, considering the context of “España vaciada”, to make up the identity of the public quality brand and to strengthen their impact.