Study On Brand Image Design Of Agricultural Products

As China’s economy, people’s living standards, consumers’ cultural and aesthetic consciousnessdevelop and the awareness of environmental protection increases, the requirement of agriculturalproduct quality is becoming more stringent, and it’s transforming from quantity requirements to qualityand experience requirements. As the market competition of agricultural products is becoming moreevident, it is worth concerning and studying how the agricultural products can go to the market better.As we can see from analysis on some western countries, in order to succeed in the market competition,it is important to focus on the brand image design rather than only on the product itself. An appropriatebrand image helps to improve the market competitiveness of agricultural products, to gain marketrecognition, and is conducive to the increase in agricultural efficiency and farmers’ income.This paper analyzes domestic documents of brand image design of agricultural products. Itconducts theoretical research on brand image design of agricultural products, and clarifies the basicrequirements and methods of brand image design of agricultural products. The paper summarizes thedevelopment and present situation of China’s brand image construction of agricultural products. Thebrand image of agricultural products can be divided into two parts: a fundamental part and anapplicative part. The fundamental part includes logos, standard characters, colors and roles, etc. Anapplicative part includes packaging, advertising, commercial exhibition and network design. Based onsome good domestic and foreign cases of brand image design of agricultural products, it elaborates thebrand image design from the following aspects: design for the fundamental part and applicativepart,with the design procedure.On the basis of theoretical studies, the paper conducts empirical research on the construction ofbrand image of Linan’s hickory products. Through investigations of72hickory stores, it summarizes thestatus of construction of brand image of hickory. The paper analyzes the problems and the reasons in thedesign of brand image of Lin’an hickory through three aspects, the principal part of the brand, the designand consumption. The paper also makes some suggestions for improving the regional brands, low-endbrands, high-end brands and network brands.