Branded Beef Programmes

The emergence of branded beef programmes has had tremendous impact on the beef industry worldwide. As a means to ensure consumer satisfaction and as a tool for differentiation, branding strategies have changed over the years, yet the basic principles of a successful beef brand have not. This chapter will discuss the factors that define successful brands, history and growth of branded beef programmes, the effects of brands on consumer perception, changing consumer demands, including natural and organic beef, international beef branding trends and the role of technology in improving the position of branded beef programmes.