The Power of Branding in Boosting Plant Value
March 20, 2025 
Examples of ornamental plant brands demonstrating information. | Alicia Rihn
In a recent e-Gro Alert, Alicia Rihn of the University of Tennessee, Knoxville, covers the importance of branding in elevating the value of plants to potential consumers. Here’s a look at how this facet of marketing plays a crucial role in the horticulture and floriculture industries.
The Universal Presence of Branding
According to Thomson Reuters, “Brands are names or logos that set apart or distinguish a business, good, or service from its competitors.” A critical part of advertising and marketing, branding is everywhere and “represents a certain quality standard a customer receives” if they purchase that good.
In the ornamental plant industry, branding is less omnipresent compared to other markets, but no less important. So, “What drives the value of brands among end customers?”
The Importance of Proper Plant Branding
When companies consider and plan for methods to reach their end customers (i.e. consumers who will buy and use the product), Rihn stresses that customers are not a monolith.
“It is important to understand that they all have unique internal drivers. Internal drivers include perceptions, attitudes, and beliefs that exist within the customer.”
Many of these drivers are outside the control of marketing. However, companies “can help guide customers’ interests using external stimuli,” including “the marketing mix (product, place, promotion, and price)” and providing the customer “information that can influence their behavior.”
Customers’ response to these attempts at influencing their behavior shows, among other things, “how the external stimuli impact their needs.”
Setting Customer Expectations in the Industry
Customers experience Satisfaction when a product performs in line with their perception and expectations of it.
Moving beyond that, Rihn says “If the product outperforms what the customer expects, Delight occurs.” Meanwhile, a failure to meet expectations results in customer “Regret.”
Creating a positive emotional response, and avoiding a negative one, is the first step toward fostering customer loyalty to a brand. One of the key elements to fostering this connection is “clearly articulating the value proposition.”
What is a Value Proposition?
According to Summary of Principles of Marketing by Philip Kotler and Gary Armstong, “A value proposition is the full mix of benefits the company promises to deliver to current/future customers if they buy that product.”
In considering a brand’s value proposition and how it’s communicated, Rihn highlights the importance of consistency, clear and direct presentation, and providing a brand’s story to create a relatable personality and emotional connection.
For an abundance of additional ways to elevate a customer’s experience and satisfaction with a brand, please read the full e-Gro (Electronic Grower Resources Online) alert “Rooted in Success: How Branding Elevates Plant Value.” Additional and current e-Gro alert pieces from Volume 14 (2025) can be found online.
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