Identifying the basic challenges of agricultural products branding

Branding is one of the principles of long-term success in the market. Agricultural products face many challenges for branding, and the main goal of this research is to identify the basic challenges of branding agricultural products. The current research is practical in terms of purpose. The approach used in this research is qualitative and data analysis is done using theme analysis. The participants of the research included brand and branding experts in the university as well as in the field of agricultural products and activities in the field of food products. The data collection tool in this research was a semi-structured interview, and theoretical saturation was achieved after conducting 16 interviews. Data analysis was done using theme analysis and Atlas.ti qualitative software. Qualitative data analysis showed 185 open codes, 71 central codes and 8 selective codes. The results of the research showed that the basic challenges of branding agricultural products in Iran include challenges in the field of companies and related organizations, challenges in the market field, challenges in the field of ancillary services, challenges in the field of farmers, challenges in the field of consumers, and related challenges. With government support, the challenges are related to the nature of agricultural products and structural weakness in the government.