• Journal of Agricultural Extension & Community Development
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• v.19 no.3
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• pp.729-755
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• 2012

The role of branding has been to differentiate products, but brands have been increasingly applied to organizational image too. The brand image holds a key position by the marketing system in this era. The main purpose of this research is to analyze the case for the development of farm brand. A in-depth interview was conducted to analyze the case for development of farm brand in connection with agricultural products and their business operation. The farms used various stories in the process of develop brand including farm history, cultivation process, product, management, relationship with consumers. The study present the findings divide into brand naming, image, positioning. The farms built trust by consumer relationship with the farm brand. The results of the study provide insights for agricultural marketers who intend to design brand stories that align with their produce.