E-Branding of Fishery Products: The Case of Seafood Valorization Operators in Dakhla-Oued Dahab

Rime Zaidane, Fadoua Lemsagued, Youness Boudohay, Fadoua Ahl Belkheir, Anouce Bernard

E-branding is a strategic lever for enhancing the competitiveness of fishery products. This study examines its impact on seafood valorization in Dakhla-Oued Dahab through fifteen semi-structured interviews with key stakeholders. Findings highlight that traceability, certifications, and territorial storytelling strengthen brand image and consumer trust. However, limited digital skills and financial constraints hinder adoption, particularly among small operators. Strategic support is therefore essential to foster effective digital integration.