Study On "Gannan Navel Orange" Brand Management

Brand is widely considered as the core of the market especially in the new economy era with the ever-intensive competition. Many present enterprises in China fail to give the concept of brand the deserved emphasis, consequently, the brand management is still on the preliminary and explorative stage. It’s necessary to put the creation, establishment and management of brand as one of the strategic goals. Now the enterprises face the critical issue---how to set up the proper brand management strategies which help them to survive and thrive.The farm produce branding is the natural result of marketization, specialization and social development; it’s also the application and extension of the branding. More importantly, it represents the pledge from the produce providers to their customer and functions as a bridge between them. As a result, to strengthen the branding management of the farm produce is highly important.Based on the principle brand theories, the farm produce branding theories and farm produce marketing theories, the essay takes the brands of Gannan Navell Orange as the research target, analyzes the existing problems of its brands, and puts forward some related strategies to its branding management.