Study On Brand Building Of Red Orange Of Liang Jiang

In 21 century,the core competitive factor of farm products is the brand.'Improve the brands of farm products' was put forward by the Ministry of Agriculture since 2006,and in 2016 the State Council publishes the policy of 'Expanding the brands influence,improving the structure of demand and supply.Branding of farm products has been gone through for ten years,and the fruit industry is becoming an important component of agriculture.As the development of ‘Internet plus',some companies are growing quickly in the farm product industry.This paper mentioned about the Red Orange of Liang Jiang is an examp le,which is famous of its high quality,but it has some shortages in branding and marketing after 40 years development.Low market shares and brand influence are two issues that should be focused.Based on the theory of branding components and The construction of the subject,this paper use survey,literature method and case study to analyze the shortage of‘Red Orange'branding strategy and provide suggestions.This paper co nsists of seven parts.Firstly,the introduction describes the goal,background,and the methods used in analysis.Then it illustrates the concepts and theories of branding and brands of farm products,the information of ‘Red Orange' is presented at this part.After the above information,the paper points out the shortages in the branding of ‘Red Orange',and discusses in detail.The discussion compares ‘Red Orange' to domestic and foreign similar products.And it suggests the strategies such as coordinating the improvement of farm product industry,formulating creative brand marketing etc.