Research On Brand Protection And Brand Construction Of Agricultural Products Of Geographical Indication The Cangshan Garlic

With domestic agricultural products market competition becoming more intense recently,the international market, especially in the west, are increasingly strict with the quality andtechnology of imported agricultural products, so more and more agricultural productsoperators are realizing the importance of branding development. As state-certified agriculturalproducts with regional features, the agricultural products of geographical indication arequality-assured and have the resources superiorities and the brand foundation to developmentinto high-quality agricultural products brands. Therefore applying for registration ofagricultural products of geographical indication and building agricultural products brands byvirtue of the influence of geographical indication become important measures to developagricultural products brand construction and promote the overall development of agriculture.In2006, the Cangshan garlic passed the inspection of AQSIQ and was approved as theprotected product of geographical indication. This thesis studies on the process of brandprotection and brand construction of geographical indication of the Cangshan garlic, mainlyuses research method, comparative analysis method and case study method. By issuingquestionaries, researching survey data and field research, this thesis has drew conclusions asfollows:Firstly, as a kind of new type of intellectual properties in the world, geographicalindication has a very important positive significance for agricultural products, especially theproduction and sale of those famous native products of limited output, the development ofrelevant industries, the healthy development of regional economy and the increase of farmers’income, etc. Therefore, the geographical indication system should be valued in the process ofbrand development of the Cangshan garlic and its benefits should be actively expanded.Secondly, there have been some achievements in the geographical indication productbrand protection and construction of the Cangshan garlic, but there also exists some problemsin the development process. The problems mainly includes:(1) The awareness ofgeographical indications (brand) is weak;(2) The management models need to be optimized;(3) The process of brand construction is short of engineering and lack of unique features;(4)Brand objectives are ambiguous;(5) The implementation of quality standards is poor.Thirdly, combing with the practical situation of Cangshan County, correspondingsolutions and development strategies have been put forward:(1) Perfect the managementsystem of agricultural products of geographical indication;(2) Strengthen the awareness of individual brand;(3) Standardize the management, protection and use of brands;(4) Highlightthe features and key points of brands;(5) Position the target group accurately;(6) Expandbrand promotion channels.