Title: The sustainable key strategy for brand marketing – the case of Madou Pomelo products

Authors: Ya Ling Tsai; Ming-Chih Chung; I-Ju Hsieh

Addresses: Southern Taiwan University of Science and Technology, No. 1, Nan-Tai Street, Yung kang Dist., Tainan City 710301, Taiwan ' Southern Taiwan University of Science and Technology, No. 1, Nan-Tai Street, Yung kang Dist., Tainan City 710301, Taiwan ' Southern Taiwan University of Science and Technology, No. 1, Nan-Tai Street, Yung kang Dist., Tainan City 710301, Taiwan

Abstract: This study is to discover the farmers' agricultural products to have more effective marketing strategies. The research background for Madou Pomelo brand image is very popular in Taiwan. To expand the multi-marketing channel, made consumer recognition, increase revenue and enhance farmers and people's welfare. The research purposes for the first aim of this study aimed to understand the brand equity and strategy at small-scale farmers. The second aim is to expand the brand development to be a reference for the farmers. In this study, the research method is through the in-depth interviews and semi-structured approach, to develop interviews with respondents. The research concludes in order to increase the value of pomelo to the public and hope to increase the consumer's preference for the brand, thereby increasing the number of purchases and further creating better performance. The authors hope that the study increase the number of grapefruit and consumers' awareness of pomelo.

Keywords: brand marketing; brand strategy; sustainable key strategy.

DOI: 10.1504/IJAITG.2021.122860

International Journal of Agriculture Innovation, Technology and Globalisation, 2021 Vol.2 No.4, pp.318 - 340

Received: 05 Apr 2021
Accepted: 11 Oct 2021
Published online: 13 May 2022 *

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