Research On Brand Identity Of Fresh Agricultural Products In China Based On Positioning Theory

In recent years, with a substantial increase in living standards in China, the brand management of the fresh agricultural products as China’s agricultural industrialization and modernization process was put on the agenda, meet China’s consumers increasingly diverse, individual needs an important aspect of food safety incidents followed, however, also gives fresh agricultural products brand in China brought a huge brand crisis of confidence, how does fresh agricultural products brand in China accurate positioning, breaking the balance of the brand, design grant consumers trusted brand identification information and pass it to the consumer’s mind through effective brand management, and thus create the ideal brand image, is a common problem for fresh agricultural products brand in China to solve.The research topics of this paper comes from the research project in Lanzhou Chia Tai practice. In practice, we found that fresh agricultural products in China is facing a very serious homogenization of the product and brand, and the terminal of marketing brand identity management also are very serious vulnerability, lack of systematically.This article combines positioning theory which is good at the breakthrough brand homogenization with the systemic theory of brand identity, according to the time sequence of brand positioning, built the strategic analysis system of brand identify in the process of brand positioning, and also the system of the brand identity elements, in the same with the system of brand identity implementation centered on the spread of brand positioning. Meanwhile, in order to further strengthen the brand identity system of fresh agricultural products based on positioning theory, we introduce the concept of the marketing terminal brand identity management of fresh agricultural products. Finally, with the case study method to the Chia Tai egg brand recognition practice we put this system in practice. This study aims to strengthen the strategic analysis section and implementation part of brand recognition theory, as well as provides a brand identity reference for fresh agricultural products of our country.