Local Brands in Rural Development: Strategic Implications from a Comparative Analysis of Poland and Portugal

Main Article Content

Barbara Kiełbasa
Sandra Bailoa
Ana Rodrigues
Thi Thuy Sinh Tran

Abstrakt
Local brands are increasingly recognised as instruments supporting rural development, territorial identity, and regional competitiveness. The aim of this study is to compare the potential for the development of local brands in Poland and Portugal in the context of European Union geographical indication systems and rural development conditions. The research adopts a comparative and exploratory approach based on desk research, analysis of strategic documents, European Commission databases (eAmbrosia and GIview), Eurostat data, and scientific literature. The results show that Poland and Portugal represent two distinct models of local brand development. Portugal is characterised by a mature geographical indication system, a strong wine sector, and close links between branding, tourism, and exports. Poland demonstrates strong organisational and bottom-up potential supported by an extensive network of Local Action Groups. The study concludes that successful local brand development depends not only on the number of protected products but also on effective governance, institutional support, and the integration of branding with tourism and market developments.

Article Details

Jak cytować
Kiełbasa, B., Bailoa, S., Rodrigues, A., & Tran, T. T. S. (2026). Local Brands in Rural Development: Strategic Implications from a Comparative Analysis of Poland and Portugal. Zeszyty Naukowe SGGW W Warszawie - Problemy Rolnictwa Światowego, 26(2), 24–42. https://doi.org/10.22630/PRS.2026.26.2.6
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