Brands and value delivery networks in the lamb sector of the Basque Country

This work seeks to determine the potential of the brand as a tool that can create value for the lamb sector of the Basque Country, and analyzes to what extent the sector is taking advantage of that potential. To achieve this goal, we carry out a review of the literature related to perceived value, information signals, brands and value delivery networks. Subsequently, we conduct an empirical analysis of the Basque lamb sector based on primary and secondary sources of information. The results illustrate the possibilities for the brand to increase value for customers and enhance the competitiveness of the sector.