Resumo

ARANDA, Yesid  e  COMBARIZA, Juliana. Territorial brands as an alternative for the rural product differentiation. Agron. colomb. [online]. 2007, vol.25, n.2, pp.367-376. ISSN 0120-9965.

The globalization enforces the trade of agrarian products and services to face a high competition every time the frontiers disappear. Following that tendency, the markets must be analyzed starting from the local one towards the global one; in such sense, it is necessary that the products associated with the territories develop differentiation strategies to be used in commercial terms on the markets. The experiences obtained during the last years worldwide have shown how the territories face the globalization using the collective construction and development denominations of origin and shared brands that can be seen as territorial brands, which are used as value aggregations typical for the products to be trade. This paper analyzes the main aspects to be considered in the construction and development of territorial brands, such as norms and values, innovation and territorial identity. Some experiences and successful cases that have used the territorial identity as a strategy for the differentiation of rural products are also discussed. Some ref lections and challenges are proposed for the development of public policies that could faci litate the col lect ive construction of territorial image in Colombia.

Palavras-chave : territorial competitiveness; territorial identity; shared brands; denomination of origin; territorial marketing.

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