Marcas y redes de generación de valor en el sector ovino del País Vasco/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 extend the sector is taking advantage of that potential. To achieve this goal, we carry out a revision of the literature related to perceived value, information signals, brands and value delivery networks. After that, we make an empirical analysis of the Basque lamb sector, resorting to primary and secondary sources of information. The results show the chance offered by the brand to increase value for customers and enhance the competitiveness of the sector. [PUBLICATION ABSTRACT]