Short Channels: A Brand Strategy for the Piana del Sele

Abstract This paper aims to give a contribution in building a brand strategy for a big cooperative company operating in the fruit and vegetable production field in the South of Italy willing to launch new sales channels, namely box-scheme and e-commerce, in order to increase the sells on local scale and partially reduce the dependence from the large scale distribution. The main expected effects of such a choice will deal with the brand identity, the possibility to repositioning the brand and open new sales opportunities. Social media marketing will also play a crucial role in both the analysis and the marketing practices.