Yantai Qixia Xiaguang Apple Garden Brand Image Design

In Shandong province,we are all impressed that the most delicious apple is produced in Yantai,in Yantai,it is generally believed that the most delicious apple is in Qixia.Even through the unique taste of Qixia apple has conquered consumers taste buds,but it is difficult to see in daily life.I had bought the apples that are claimed to be produced from Qixia in Jinan and Beijing,but the taste is like chewing wax,definitely from Xiaguang apple orchard.Sudden insight on the dwell,although the Yantai apple,Qixia apple is famous,there is no leading enterprise to promote the brand development,lack of brand management or screening.All apples can be named Yantai apple,Qixia apple,even in other areas,apples are sold under the banner of "Yantai apple",it is selfevident that this situation causes harm to the brand of Qixia apple and Yantai apple.Through consultation of lots of materials concerned,it was revealed that in order to avoid the occurrence of this phenomenon,long time ago,someone put forward the suggestion to establish the enterprise brand and form the leading enterprise,but no one put into action.In this paper,through the investigation and study on business mode of well-known fruit brand and present situation of brand image at home and aboard,analysis of leading enterprises which success in fruit business,to gain valuable experience of industrialization of agricultural products.By field-trip of the Xiaguang apple orchard,close communication with local farmers,to find the uniqueness of apples produced from Xiaguang apple orchard,furthermore,to position the brand and establish a complete set of enterprise brand image.The main content of this paper is divided into the following sections:The introduction part focuses on interpreting the value of brand image design,introducing the research background,purpose and significance,research emphasis,difficulty,innovation and main research methods,demonstrating the necessit y and importance of brand image design.The first chapter mainly carries on the investigation.Choosing well-known brand of fruit agricultural products at home and aboard as analyzed case to understand the current domestic and foreign fruit brand sales status and brand image design status for positioning the brand concept and consumer groups.The second chapter mainly analyze the advantage to build the brand image.Through the research and analysis of geographical environment,climate,cultivation and management methods,apple taste and other characteristics of Xiaguang orchard,summarize the characteristics and selling features of apple produced in Xiaguang orchard.Analysis of promotion and support policies by the government,to rely on the strength of the government to conform to the trend of the times.Summarize the results of field-trip,to determine the product positioning and price positioning in personal experience and communication with farmers.The third chapter is about the design of brand image.After determining the brand positioning,consumer groups and other key elements,begin to plan brand image design,according to the plan,complete the design of guiding system visual identification system,such as the rays,fonts,graphics,standard color,name card,office supplies,fruit label,design handbags,apple packaging.Finally,complete the overall design of brand image.In general,this paper takes brand image design for Xiaguang apple orchard in Qixia,Yantai as the breakthrough point,refers successful cases at home and abroad,avoid the problem in quality and the counterfeiting.Through analysis of its advantages,field-trip,communication with farmers,positioning the brand.Design of a complete set of brand image.Through the study of this paper,it is expected that it can provide a new way for branding Chinese agricultural products,and do my best to promote the development of branding Chinese agricultural products.