Research On Geographical Brand Characteristics And Influential Factors Of Geographical Brand Image

Domestic and foreign academic communities focus their study on judicatory protection and practice of geographical indications and appellations of origin, industrial clusters engendered by the geographical zone of products of the same kind, and regional competitive advantage. However, under the situation of sharing geographical brand, little research has been done on the influential factors of the assimilation of different enterprise brands.Based on international research and management practice, this paper tries to analyze the situation of shared geographical brands in china by means of standard empiricism, theory and case study. The core purpose is to carry out a profound investigation on the influential factors of the image of geographical brand and assimilation of cognition of enterprise brand under the situation of sharing geographical brand, and finally find the true reasons why no more than 5% market share is produced for enterprise brand under that situation.I searched different Chinese geographical brands of farm produce, processed food, china and folk product on the Internet, and found most geographical brands were distributed in continent China and far more less were distributed in Taiwan, Hong Kong and Macao. In continent China, many geographical brands have long history and good reputation in certain area. Through investigation of 3 most renowned enterprise brands and their biggest branch of the 4 kind geographical brands, we found a rule that there were no strong enterprise brands when sharing geographical brands. In fact, this rule holds true all over the world. By searching literature, I found that Europe and the U. S. A. have enacted laws to protect the reputation of geographical brands and to enhance brands' profitability, nevertheless, I also found that there were no strong enterprise brands among enterprises sharing geographical brands.By software LISREL 8. 54, Structure Equation Model is made founded on Confirmatory Factor Analysis of different data. After adjusting the free parameters and tuning the model again and again, I finally come to the best model of the four geographical brands: Xihulongjing tea, Pixian thick broad-bean sauce, Jingdezhen ceramics and Weifang kites. The samples of 4 geographical brands completely, basically or partly support the main hypotheses of concept model. At the same time, I carried out tests of universal application of various customer samples on concept model and finally found the data analyses on various customer sample completely, basically and partly support the hypothesis which was put forward from concept model. All these demonstrate that geographical brand image and assimilating recognition of different enterprise brands the author put forward not only can be universally applied to different geographical brands, but also to various customer groups. The results of Structure Equation Model analysis are: (1) every sort of geographical brand has two kinds of variable relationship: historical inheritance influences geographical brand directly and positively; while environment dependence influences assimilation of cognition of enterprise brand directly and positively . (2) Besides those two relationship mentioned above, all geographical brands also demonstrate the variable relationship of their own characteristics. The variable relationship that environmental dependence influences geographical brand directly and positively can be found in the cases of Pixian thick broad-bean sauce and Xihulongjing tea; while the another relationship that historical inheritance influences assimilation of cognition of enterprise brand directly and positively is displayed in the cases of Jingdezhen ceramics and Weifang kites. Moreover, according to the case of Xihulongjing tea, this paper finds that assimilation of cognition of enterprise brands also has direct and positive influence on geographical brands. (3) from the general sample, environment dependence and historical inheritance affect geographical brand directly and positively, and the same relationship is with the assimilation of cognition of enterprise brand.According to the fact that there are no strong enterprise brands sharing geographical brands, we made a comparison between enterprise brand Wanglaoji and geographical brand Guangdong cooling tea and found that having not used geographical brand is the causation of fast growth of Wanglaoji. To be specific: (1) not naming product by geographical brand; (2) enterprise brand connotation exceeds geographical brand connotation; (3) commercial advertisement propagandizes enterprise brand Wanglaoji, not geographical brand Guangdong cooling tea, which make it hard for other enterprises to share its commercial advertisement impact; (4) distinguished brand spirit and character deterred other enterprises sharing geographical brand to copy Wanglaoji' s brand spirit and character.Through standard empiricism, theory and case study, the paper finally come to conclusions below:(1)As a result of the restriction from geographical environment of the product or the convergence of producers in a certain geographical extent, a great number of product names are from the names of their administrative areas or local landscapes. For quite a long period, people have been used to applying the way of "producing area name + product name" to denominate such products. We generally apply the name of "geographical brand" to these products and all their identifiers which are different from the other products of the same sort. This way of naming can effectively classify those products of "producing area name + product name" , identify their market characteristics, and finally set up relative system of basic theory.(2)In every district of our country there are a great deal of geographical brands which are widely existed in industries of primary products, farm product, processed foods, ceramics and handicrafts.(3)Enterprise brands are not only protected but also limited by the scope of geographical brand.(4) Various customer groups in China have a good evaluation on the geographical brands outside their local areas, sorts of geographical brands are valued so high among sorts of customer groups.(5) The prestige of geographical brand and the entrance of low industries into rampart will definitely lead to the situation that a great number of enterprises in small scale share geographical brand.(6) Every sort of geographical brand has two kinds of variable relationship: historical inheritance influences geographical brand directly and positively; while environment dependence influences assimilation of cognition of enterprise brand directly and positively. At same time, environment dependence of various geographical brands has closer direct effect on assimilation of cognition of enterprise brand.(7) According to different geographical brands, it differs in the models of relative image influential factors of geographical brand. In the field of processed food, both the environment dependence and historical inheritance have direct and positive influence on geographical brand, while the direct effect of historical inheritance is far more higher than that of environment dependence; only the environment dependence is the important influential factor of assimilation of cognition of enterprise brand. In the two fields of ceramics and folk products, only the historical inheritance is the key influential factor of the image of geographical brand, we can see that both the environment dependence and historical inheritance are the important influential factors for assimilation of cognition of enterprise brand. In the field of agriculture and farm produce, both the environment dependence and historical inheritance are the key influential factors for the image of geographical brand, however, the direct effect of environment dependence is much higher than that of historical inheritance; the environment dependence is the important influential factor of assimilation of cognition of enterprise brand, which can at the same time influence the image of geographical brand directly and positively, and environment dependence greatly affects the image of geographical brand indirectly through assimilation of cognition of enterprise brand.(8) Under the situation of sharing geographical brand, the cognition of the consumers outside the area of origin toward enterprise brand tends to be assimilated. There are three interior factors in assimilation of cognition of enterprise brand: non-otherness in the content of informational promulgation, discriminating characteristics of the assimilation of product brand and the restriction on the scope and depth of enterprise brand. Those three factors are the result of direct and positive, decisive and essential effect from environment dependence. (9) The protective law system of appellations of origin just adapts to those farm produce and relative auxiliary farm products due to the geographical environment in quality and essence. This system also applies to some processed food whose quality is completely decided by that of its local farm produce and relative auxiliary farm products, while will reduce the quality of geographical brand and produce obvious changes because of the innovation of technology.(10) According to the characteristic of environment dependence, geographical brand can be divided into two kinds: non-environment dependence and environment dependence. Those geographical bands of non-environment dependence and most processed food which belongs to the geographical brand of environment dependence that doesn' t fit the protective law system of appellations of origin are suitable for that quality justifying trademark and the protective law system of collective trademark.(11) Under the situation of sharing geographical brand, the important reason why the market share of enterprise brand can' t exceed 5% at last is the direct and positive effect on assimilation of cognition of enterprise brand from environment dependence and historical inheritance.(12) The enterprise brand under the situation of mutual geographical brand will definitely cause five points of bewilderment which are the result of interaction of various factors. Those factors are demonstrated in the following:①the law system is not wholesome enough and incomplete, the circles of theory and judicature have dispute on many aspects such as the gist, procedure, detailed implement, ways of management and organization to protect appellations of origin. The laws to maintain healthy market competition are vague in the procedure to protect appellations of origin, with simple and confusing words, no particular explanation to the protection of appellations of origin, and strict watching executive organizations and severe beating strength in punishment being ignored.②the circles of theory and enterprises are lacking in the cognition toward the market characteristics of geographical brand.③enterprises repose their hope on present defective law system of protection related to geographical brand to realize the protection of their brands and they just blow hot and cold between the obedience to the traditional craft and innovation. Therefore, to a certain degree, the innovation and development of the enterprises are hindered.④geographical brand is in the characteristics of clear orientation of producing area and product, which blocks the establishing depth and scope of enterprise brand.⑤the high prestige of geographical brand and the assimilation of cognition of enterprise brand cause the more appearance of opportunism among enterprises.⑥except agriculture and farm produce, historical inheritance has great contributing effect on the image of geographical brand.(13) Under the situation of sharing geographical brand, the structural barrier of mutual geographical brand needs to be overcome to realize the achievement of strong brand. In the process of establishing personal brand, the core factors of geographical brand should be isolated, and more target markets with the same pursuit in benefit need to be found in wider environment where there exists huge difference among geographical factors through the segmentation from the factors of psychology and behavior.