NUA 45, a dry bean cultivar, builds a subtle brand in Zimbabwe against all odds
Global business today is driven by brands, each with a unique story, but rarely of a product that is a public good. Building a brand requires careful planning, creativity, and an understanding of the target market. Borrowing from various brand concepts and frameworks, this paper explores how a gover...
Main Authors: | Enock Kuziwa Maereka, Bruce Mutari, Fungai Kunaka, Eileen Nchanji, Shylet Tsekenedza, Rachel Muthoni-Andriatsitohaina, Denford Chimboza |
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Format: | Article |
Language: | English |
Published: |
Frontiers Media S.A.
2024-02-01
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Series: | Frontiers in Sustainable Food Systems |
Subjects: | |
Online Access: | https://www.frontiersin.org/articles/10.3389/fsufs.2024.1260167/full |
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