A Study On Building Brand Image For Green Food With Methods Of Public Relations

As the so called "green food" with low quality mixed in green food market, and food safety misadventures emerge in endlessly, customers' trust in green food has dropped greatly. The real green food then has been influenced and can not be recognized by customers. Thus, it's extremely important for companies to rebuild a good brand image for green food. It's related to not only the food safety and health of ordinary people, but also the standard and order of green food market, and it can represent the company's otherness among those with same quality green food.Building a good organizational image is the ultimate goal of public relations and image is a sign in nature. In terms of sign consumption, this paper improve his viewpoint in light of Baudrillard's viewpoint "to become an object of consumption, an object must first become a sign" due to the particularity of green food. That is to say the sign of green food is no longer to be arbitrary,and the sign is not to be given. The paper premises the discussion about sign of green food on the prerequisite that green food is safe and healthy, based on which the paper proceeds to discuss the safe, healthy and sustainable life style, the spiritual fulfillment and the cultural significance that green food represents and implicates.This paper makes a study on how the company can rebuild the brand image for green food through public relations, which is a famous, reputed, recognized and different sign. This paper mainly discussed the precondition of green food public relations,then it discussed how can the companies establish the sign of green food and win customers'trust when they face internal publics and external publics such as customers, media, the government, and the non-governmental organizations etc. But we should note that building a brand image for green food is the combined outgrowth of the company's profit and self-discipline. The establishment and maintenance of the image can not be achieved by the company alone overnight. Only when there's company's self-discipline, governmental supervison, customer's self-behavior, and legal guarantee, can it achieve the best effect and establish the most solid sign of green food.