Geographical Indication Brand Design Research

The present era is the era of winning a brand. But maybe you never thought a long time, we can not live without three meals a day kitchen table food, including grain, fruit, vegetables, meat, aquatic products, eggs and many agricultural products, it has been a brand Badlands, Shaorenwenjin, hard to no avail, streaking in the market.Nowadays, brands dominate in this era. However, it might never occurs to you we cannot survive in daily life without agricultural products, including grains, fruits, vegetables, meat, sea foods, eggs and many others, which lack branding and attention.In China’s general market, many are "Band Vacancy", such as vacancy of industries, market areas, consumer demand, Chinese-character and common categories. There are many productswithout bands, such as local famous tea, delicatessen (roasted goose, spiced duck, bacon, tofu skin, bean curd), cereals, as well as numerous fruits, delicacies, sea food and other regional characteristic products. Many products are primitive, the so-called brands are only the marks of the producers without recognition from the consumers. Speaking of saling agricultural products, what is the first thing that occurs to you? Yes, farmers market! Chinese markets of agricultural products remain mostly in the primary stage of roughly saling in the baskets, with few branding and marketing. The vacancy of brands is biggest weakness of China’s agricultural products.With the development of economy, people’s life has corresponding changes educational level and pursue are gradually improving. Meanwhile, more attention are paid to the relationship between people and society and between health and natural harmony. Therefore, requirement ofagricultural products is more and more critical. In fact, the need of agricultural products has shiftedfrom quantity and quality to mental demands. Therefore, branding of agricultural products is imminently important.In this paper, the theory of relative brand positioning and brand recognition theory based on the combination of geographical indications of agricultural products for brand-building.Build a brand positioning as the center of the system analysis of brand positioning process to interpret the brand positioning as the center of brand identity elements of the system and to disseminate the center’s brand positioning brand identity implementation system. Meanwhile, in order to strengthen the positioning theory-based agricultural-regional characteristic products branding operability, we use the case study method, Combined Wenxian iron yam as example, innovative design.