The Critical Perspective against the “Brand Marketing” of Fisheries Products

Abstract

Current movement of “brand marketing” in coastal fisheries will lead to better situation in some cases but not all. It is the arms in order to beat many competitors in the shrinking market and to survive through the hard competition. “Brand marketing” is an effective tool on the survival strategy for the individual management body. But it can not be the common goal for all manegement bodies in competition. We cannot understand the essence of “brand marketing” about fisheries products if we watch this movement from such a misroscopic view. We must understand the nature of fisheries products at first, and also understand the transformation of distribution system nowadays about fisheries products. We had better be cool to this “brand marketing” and to its meaning.