Agricultural Brand Building Research

The objective of this dissertation is to build a theoretical frame of agricultural brand building. So, the agricultural enterprises can get a complete theoretical frame to build their brands.In order to get useful results, I adopt the following research methods: First, department research. This method requires the author studying in the agricultural department. Second, survey research. In the purpose of getting the first hand data of Anhui province agricultural enterprises, the author had interviewed several leading enterprises and surveyed the majority of companies in Anhui through the teaching practice of economic &management college's students. Third, positive research. In this dissertation the author tries to get some break-through by the means of the connection of the theory and positive cases. Fourth, other methods, such as qualitative analysis, comparison analysis, induction analysis etc.The dissertation has gotten such achievements: 1. Put forward a hypothesis of affirmation and negation to reveal brand's essence. The hypothesis considers the whole world consists two basic forces: the positive force and negative force. The two forces are equal, but negative force is more active. It disavows any body all the time. Every person is made up of the two contra-forces, that is to say everyone is disavowed all the time. But as you know anyone is not expected to be disavowed, so there are all kinds of needs. The essence of brand is to satisfy the needs. 2.Re-divide the symbols of brand and bring forward the "sound symbol". The dissertation divides the brand symbols into four kinds: first, artistic characters (number, letter etc.); second, geometrical figure; third, picture; fourth, model of real thing. This dividing can conclude the entire "physical symbols"; make clear the categories of brand symbols. On the basis of this classification, the dissertation demonstrates that sound is one of the main factors of brand identifications; it's one of the necessary ingredients of brand factors. 3. Put forward the procedure of Chinese brand naming. 4. Try to integrate the brand building and learning organization building. The building of agricultural brand needs many skillful staff, but the agricultural enterprises are really short of them. How to get the needed staff is really a problem, so the dissertation tries to introduce learning organization knowledge to cultivate the needed staff. 5. Sum up some mature marketing promotion models. These models are not the innovation of this dissertation, but the builder of agricultural brand can use them to help the brand building. 6. Bring forward the improved models of brand extensions and agricultural brand assessment. There is a gap between the theory and practice of brand extension; the dissertation puts forward an improved model to abridge it. As to the brand assessment, interbrand method is one of the best in the world. But it does not suit Chinese agricultural brand very well. So the author improves the assessment process in order to express the societal value and the importance of the agricultural brand in richening peasants. 7. Use the brand conceptions to examine and elevate employees. A brand-oriented company should carry out brand conceptions in employees' examination and elevation. The dissertation proposes some detail methods.The conclusions of this dissertation are: 1. The conditions of the agricultural brand building have formed. All the people in academic circle, government, and enterprises should promote the building of agricultural brands. 2. The dissertation provides a complete theoretical frame to build agricultural brands. This frame is the conclusion of the dissertation; the last chapter explains the model in detail.