Tangiora, HirainaRombach, Meike2025-01-282025-01-282024-121174-524Xhttps://hdl.handle.net/10182/18007This article looks into indigenous branding in New Zealand’s food and fibre industry, which plays a crucial role in the nation’s economy, providing a wealth of opportunities for rural practitioners. However, in an increasingly globalised marketplace, the need for unique identity and differentiation has never been more important.pp.39-42© NZIPIMindigenous brandingMāori valuesJournal ArticleANZSRC::350605 Marketing management (incl. strategy and customer relations)ANZSRC::450711 Te whenua, ahurea me te tuakiri o te Māori (Māori land, culture and identity)ANZSRC::451118 Te whakamākete o te Māori (Māori marketing)