Study On The Brand Strategy Of Hunan FLY Ecological Agriculture Company Ltd.

Nowadays, it is the brand that wins everything for a company. As the market competition becomes intense day by day, if a company wants to meet the continuously changed customer demands, make its products distinctive and motivate customers’ preference, it must take full advantage of its brand. As we all see, there are famous grand brands for cars, cosmetics, clothes and real estates, while there is hardly brand for the agricultural and sideline products. The natural characteristic of agricultural products leads to the homogenization of agricultural products. Only a prestigious brand can make an agricultural product outstanding. Food has always been the first priority of human beings and the continuous attention of food safety is unveiling a new time of food branding. Meanwhile, the national government has always been attaching importance to issues of agriculture, farmer and rural area. The newly issued agriculture promoting policies bring a great chance for the branding of agricultural products.Using Hunan FLY ecological agriculture company as an example, this paper explored the paths and methods of its brand building. It consists of five chapters: the first chapter is the introduction, which consists of the background and significance of this study, related documents, researching methods and contents; in the second chapter,it’s the related theories of the branding strategy of agricultural products and core contents. In the third chapter, the paper gives a general introduction to Hunan FLY ecological agriculture company Ltd. and explains the importance of FLY company promoting branding strategy based on SWOT analysis and successful case comparison; the fourth chapter is the most important part of this paper. With a clear understanding of the guiding ideology and objective, it defined the brand strategy model of the object and provided proposals for the following aspects including brand positioning, brand identity, brand mode selection, brand extension selection, brand communication and promotion and brand maintenance, which together drew a complete brand development blue print for FLY company. In chapter 5, from the perspective of organization, system, supervision and company culture, the paper listedthe supporting measures to realize the branding strategy of the company.Based on the brand strategy study of Hunan FLY ecological agriculture company,it is expected that this paper can lead the company into a clear understanding of it brand development strategy, extend its popularity and reputation and build its core competition edge so as to achieve continuously development of the company.Meantime, it is hoped that the study of this paper could also be referenced by other medium and small agricultural companies.