A Deepening Thinking About Brand Hierarchy Of Regional Public Brand Of Agricultural Product:Ningxia Wolfberry

This paper is a theoretical reflection based on the brand construction investigation of Ningxia wolfberry.In recent years,most of the brand building of agricultural products has focused on regional public brands of agricultural products.According to the investigation,it could be found that there were two existing regional public brands of Ningxia wolfberry: Ningxia Wolfberry and Zhongning Wolfberry.The original purpose of the co-existence of these two regional public brands is to pursue larger number of product sales and higher level of brand building.However,with the deepening of brand building over time,problems such as uneven distribution of resources and wide gap in brand value arising from the co-existence of the two regional public brands keep emerging.Therefore,the issue of how to develop the two regional public brands together is worth considering.This paper attempts to introduce the related theoretical knowledge of brand hierarchy,analyze the relationship between Ningxia Wolfberry and Zhongning Wolfberry,and the relationship among their corporate brands,analyze the model of their brand hierarchy,and solve problems based on the architecture.This paper is a theoretical reflection based on the brand construction investigation of Ningxia wolfberry.In recent years,most of the brand building of agricultural products has focused on regional public brands of agricultural products.According to the investigation,it could be found that there were two existing regional public brands of Ningxia wolfberry: Ningxia Wolfberry and Zhongning Wolfberry.The original purpose of the co-existence of these two regional public brands is to pursue larger number of product sales and higher level of brand building.However,with the deepening of brand building over time,problems such as uneven distribution of resources and wide gap in brand value arising from the co-existence of the tworegional public brands keep emerging.Therefore,the issue of how to develop the two regional public brands together is worth considering.This paper attempts to introduce the related theoretical knowledge of brand hierarchy,analyze the relationship between Ningxia Wolfberry and Zhongning Wolfberry,and the relationship among their corporate brands,analyze the model of their brand architecture,and solve problems based on the architecture.At present,the interpret from a proportion of domestic scholars who work on regional public brand hierarchy products brand architecture stays in simple "main brand" phase,this understanding is easy to make a lot of people’s understanding of regional public brand does not reach the designated position.In addition,each behavior subject of the brand also has problems in brand construction due to inaccurate positioning of itself in the brand system.This paper aims to clarify the position of each brand in the brand system.On the basis of the explicit position,this paper would then devote to promoting the behavior of the main body to play its due contribution,promoting the development of regional public brand of agricultural products,so as to further promote the construction of agricultural brand.