The AERU Value Chain Compass

Product Quality

Brand

The case studies all developed brands protected as intellectual property to identify their products as premium quality. These brands were designed to embody the value chain’s articulated values. In some cases, New Zealand as the country of origin was an important part of the brand. In some cases, Indigenous cultural values in a Māori-controlled value chain provided the foundation for the brand.

The case studies were very focused on protecting the integrity of their brand. This was an advantage of aligning with partners sharing collective values underpinning the brand’s narrative.

Questions for developing a value chain

• What in simple, clear language, is the narrative of the value chain’s brand?

• How does this narrative fit with the value chain’s articulated values?

• How does the value chain protect the integrity of its brand, internally and externally?