Volume 12, Issue 2 (12-2025)
J Entrepreneurial Strategies Agric 2025, 12(2): 1-14 |
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Bagherzadeh Saravani A, Kavoosi Kalashami M. (2025). Identification and Prioritization of Factors Affecting Rice Branding in Guilan Province. J Entrepreneurial Strategies Agric. 12(2), 1-14. doi:10.61882/jea.2025.443
URL: http://jea.sanru.ac.ir/article-1-443-en.html
URL: http://jea.sanru.ac.ir/article-1-443-en.html
1- Department of Agricultural Economics, Faculty of Agricultural Sciences, University of Guilan, Rasht, Iran
Abstract: (218 Views)
Background: Branding in the field of agricultural products, especially rice, is considered one of the most important strategic and cultural products in northern Iran, and, in addition to its economic and nutritional importance, paddy cultivation is tied to the customs, traditions, and lifestyle of the people of the region. As one of the main hubs of rice production, Guilan province, with its special climatic, cultural, and agricultural characteristics, has potential capacities for developing regional brands. Considering market changes and increasing competition, attention to new technologies, analysis of producer and consumer behaviors, and efficient supply chain management are key factors for the success of rice brands. The main objective of this research is to identify and analyze factors affecting rice branding in Guilan Province, with a special emphasis on the role of technology and innovation in this process.
Methods: This research was a mixed and descriptive-analytical study conducted using the Gray Analytic Hierarchy Process (GAHP) method. The drivers affecting rice branding in Guilan Province were presented in the form of a decision tree based on the research background and the opinions of sample experts. The research decision tree consists of five criteria and 19 sub-criteria. Research data were collected using a paired comparison questionnaire and face-to-face interviews with 15 sample experts. The purposefully selected statistical sample of the research included experts, leading farmers, and managers active in the rice production and supply chain of Guilan Province. Data were analyzed with the aim of relative weighting and prioritizing the criteria and sub-criteria affecting rice branding in Guilan Province. The methodological innovations of this research include examining the importance of various sub-criteria, including market data analysis, sales software development, and the application of smart agriculture under the "technology and innovation" criterion. Moreover, "economic and managerial" factors and "legal and policy-making" dimensions were analyzed in the form of separate criteria.
Results: The results identified three main pillars influencing rice branding in Guilan: Marketing and Advertising, Technology, Innovation, and Economic and Managerial factors. Within the marketing dimension, "brand name design" and "logo and visual identity strengthening" emerged as the most influential drivers. In the technology dimension, "market data analysis to evaluate producer and consumer behavior" was identified as the primary driver, with a relative weight of 23.40%. Following this, the development and application of sales software and smart agriculture technologies ranked as secondary and tertiary priorities. From an economic and managerial perspective, "enhancing productivity and supply chain management to improve both quantity and quality of rice production" was the highest weighted factor. Additionally, in the legal and policy domain, "geographical indication (GI) registration" was recognized as a key determinant impacting brand protection and recognition. The integration of advanced digital infrastructure, such as AI-powered data analytics, smart farming technologies, including soil sensors, irrigation management, and drone surveillance, was highlighted as crucial for modernizing rice production and marketing. Furthermore, the implementation of an Enterprise Resource Planning (ERP) system tailored to the rice supply chain was proposed to facilitate transparency, product traceability via QR codes, and efficient inventory management. Effective branding was found to rely heavily on a culturally aligned visual identity, incorporating regional elements, such as local motifs, traditional attire, and the unique lifestyle of Guilan. Establishing a dedicated branding team comprising graphic designers, sociologists familiar with local culture, and marketing experts was recommended to ensure authenticity and resonance with target consumers. The study also emphasized the importance of content marketing, particularly storytelling through short films and collaborations with digital influencers focusing on cooking, healthy living, and environmental sustainability. Interactive social media campaigns, such as those using hashtags to engage consumers, were suggested as a strategy to boost brand awareness and loyalty.
Conclusion: This research underscores the multifaceted nature of successful rice branding in Guilan, revealing that a holistic approach encompassing technological innovation, strategic marketing, robust economic management, and legal safeguards is essential. The findings highlight that advancing digital tools for market analysis and smart agriculture can bridge the gap between traditional production and modern consumer expectations. Additionally, protecting regional identity through geographical indication registration strengthens brand credibility and legal protection. Policy recommendations include fostering supportive regulations, investing in digital infrastructure, enhancing supply chain transparency, and promoting regional branding efforts that leverage Guilan's unique cultural heritage. Implementing these strategies can significantly elevate the brand equity of Guilan’s rice, driving economic growth for producers and meeting evolving market demands.
Methods: This research was a mixed and descriptive-analytical study conducted using the Gray Analytic Hierarchy Process (GAHP) method. The drivers affecting rice branding in Guilan Province were presented in the form of a decision tree based on the research background and the opinions of sample experts. The research decision tree consists of five criteria and 19 sub-criteria. Research data were collected using a paired comparison questionnaire and face-to-face interviews with 15 sample experts. The purposefully selected statistical sample of the research included experts, leading farmers, and managers active in the rice production and supply chain of Guilan Province. Data were analyzed with the aim of relative weighting and prioritizing the criteria and sub-criteria affecting rice branding in Guilan Province. The methodological innovations of this research include examining the importance of various sub-criteria, including market data analysis, sales software development, and the application of smart agriculture under the "technology and innovation" criterion. Moreover, "economic and managerial" factors and "legal and policy-making" dimensions were analyzed in the form of separate criteria.
Results: The results identified three main pillars influencing rice branding in Guilan: Marketing and Advertising, Technology, Innovation, and Economic and Managerial factors. Within the marketing dimension, "brand name design" and "logo and visual identity strengthening" emerged as the most influential drivers. In the technology dimension, "market data analysis to evaluate producer and consumer behavior" was identified as the primary driver, with a relative weight of 23.40%. Following this, the development and application of sales software and smart agriculture technologies ranked as secondary and tertiary priorities. From an economic and managerial perspective, "enhancing productivity and supply chain management to improve both quantity and quality of rice production" was the highest weighted factor. Additionally, in the legal and policy domain, "geographical indication (GI) registration" was recognized as a key determinant impacting brand protection and recognition. The integration of advanced digital infrastructure, such as AI-powered data analytics, smart farming technologies, including soil sensors, irrigation management, and drone surveillance, was highlighted as crucial for modernizing rice production and marketing. Furthermore, the implementation of an Enterprise Resource Planning (ERP) system tailored to the rice supply chain was proposed to facilitate transparency, product traceability via QR codes, and efficient inventory management. Effective branding was found to rely heavily on a culturally aligned visual identity, incorporating regional elements, such as local motifs, traditional attire, and the unique lifestyle of Guilan. Establishing a dedicated branding team comprising graphic designers, sociologists familiar with local culture, and marketing experts was recommended to ensure authenticity and resonance with target consumers. The study also emphasized the importance of content marketing, particularly storytelling through short films and collaborations with digital influencers focusing on cooking, healthy living, and environmental sustainability. Interactive social media campaigns, such as those using hashtags to engage consumers, were suggested as a strategy to boost brand awareness and loyalty.
Conclusion: This research underscores the multifaceted nature of successful rice branding in Guilan, revealing that a holistic approach encompassing technological innovation, strategic marketing, robust economic management, and legal safeguards is essential. The findings highlight that advancing digital tools for market analysis and smart agriculture can bridge the gap between traditional production and modern consumer expectations. Additionally, protecting regional identity through geographical indication registration strengthens brand credibility and legal protection. Policy recommendations include fostering supportive regulations, investing in digital infrastructure, enhancing supply chain transparency, and promoting regional branding efforts that leverage Guilan's unique cultural heritage. Implementing these strategies can significantly elevate the brand equity of Guilan’s rice, driving economic growth for producers and meeting evolving market demands.
Keywords: Agricultural Branding, Agricultural Technology and Innovation, Grey Analytic Hierarchy Process (GAHP), Marketing and Visual Identity, Rice, Supply Chain Management
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