Analysis of the influence of participation in exhibitions on strengthening the brand image in the agro-industrial sector

Abstract

In the context of intensifying competition in agro-industrial markets and the need for strategic differentiation, the participation of companies in thematic exhibitions is becoming an essential tool for strengtening the brand image. Exhibitions provide a complex platform for interaction between producers, distributors and potential customers, facilitating the direct presentation of technologies, professional dialogue and public validation of innovations. In this context, the influence of presence at fairs goes beyond simple commercial promotion, significantly contributing to increasing the visibility, credibility and reputation of agro-industrial companies. The author examines how technical demonstrations, awards obtained, B2B relationships and media exposure influence brand perception, highlighting both the advantages of participation – such as strengthening trust, access to new markets and association with innovation – and the existing challenges, including high costs and the need for a coherent follow-up strategy. Overall, the study demonstrates that exhibitions are a key element in building brand image in the agribusiness, contributing to strengthening the positioning of companies in a competitive and constantly changing environment.