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Branding and Rebranding of Agri-Food Products: A Theoretical Framework Linking Product Quality, Consumer Trust, Brand Value, and the Sustainable Development Goals (SDGs)

Valery Vladimirovich Glushchenko(1),


(1) Russian State University of Social Technologies
Corresponding Author

Abstract


Agri-food products are differentiated not only by technical characteristics but also by how quality, origin, processing, packaging, traceability, and sustainability attributes are communicated to consumers. This study develops a theoretical framework for branding and rebranding in agri-food systems by integrating product characteristics, perceived quality, consumer trust, brand lifecycle, risk, and brand value. A conceptual approach based on analysis, synthesis, forecasting, and framework development was employed. The framework positions the agri-food brand as an interface between measurable product attributes and consumer perception, while identifying pathways for modernization, rebranding, and multidimensional performance evaluation. The proposed framework also connects product innovation, responsible production, sustainability communication, and market value with Sustainable Development Goals (SDGs).

Keywords


Agri-food branding; Brand equity; Brand trust; Food quality; Rebranding

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