Significance of Financial Valuation of Brands in Agribusiness in Serbia

Jelena Ignjatović – Academy of Applied Studies Šabac, Unit for Agricultural Business Studies and Tourism, Vojvode Putnika 56, 15000 Šabac, Serbia

Ivana Vladimirović – Academy of Applied Studies Šabac, Unit for Agricultural Business Studies and Tourism, Vojvode Putnika 56, 15000 Šabac, Serbia

Borislav Kolarić – Academy of Applied Studies Šabac, Unit for Agricultural Business Studies and Tourism, Vojvode Putnika 56, 15000 Šabac, Serbia

Abstract: Agricultural production represents a significant financial and eco­nomic value of the Serbian economy. Today’s food crisis has shown the impor­tance of agribusiness for the economic development of both, countries in tran­sition and Serbia. Therefore, modern management approaches, in the sphere of agribusiness, are gaining more and more importance. A large number of agricultural enterprises in Serbia derive part of their value from the strength of the brand they produce. That is why agricultural managers strive to in­crease the value of the company, through increasing the value of the brand. As the modern economy bases value on the customer, it is important to look at and determine the parameters of the company’s value, through brand val­uation. There are numerous examples of branded agricultural and food prod­ucts in Serbia. These are traditional products, with a quality mark, made from high-quality domestic raw materials, according to a unique recipe and techno­logical procedure. Such products usually have a mark of geographical origin and have recognizable characteristics. It adds value, that is realized, by selling on the market. In Serbia, the most common brands are the following products: meat, cheeses, wines, beers, water, honey and many other products obtained by processing domestic fruits and vegetables. Therefore, the goal of this paper is to determine the importance of the financial valuation of the brand in agri­business in Serbia. In this paper, research was conducted based on data analy­sis through the synthesis of theoretical and empirical facts. From the method­ological side, the work is based on the desk method of research, which covers synthesis, analysis, deduction and induction, but also methods of description of published scientific works, texts and documents related to brand valuation in agribusiness. In addition, the collected data were systematized. After the in­troduction, the paper primarily discussed the importance of product branding. The importance of the financial valuation of the brand in Serbia was analyzed with a focus on its financial effects, as well as the importance of product brand­ing in Serbian agribusiness. At the end, a conclusion is given.

7th International Scientific Conference – EMAN 2023 – Economics and Management: How to Cope With Disrupted Times, Ljubljana, Slovenia, March 23, 2023, CONFERENCE PROCEEDINGS, published by: Association of Economists and Managers of the Balkans, Belgrade, Serbia; ISBN 978-86-80194-69-1, ISSN 2683-4510, DOI: https://doi.org/10.31410/EMAN.2023

Creative Commons Non Commercial CC BY-NC: This article is distributed under the terms of the Creative Commons Attribution-Non-Commercial 4.0 License (https://creativecommons.org/licenses/by-nc/4.0/) which permits non-commercial use, reproduction and distribution of the work without further permission. 

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