Study Of Brand Design For "You Zan Orchard"

Nowadays the development status of China's economy has undergone a fundamental transformation.In a highly competitive marketing environment the sellers' market has entirely turned into the buyers' and the competition between brands is same as big and small battles.Only by formulating specific brand planning can a brand gain the trust of consumers.Due to China's constant attention for agriculture,regional characteristic industries have become the goals of vigorous promotion in many places.However,the developing results for traditional regional brands are uneven,lack of strong brand planning and effective marketing.How to create a distinctive agricultural product brand,therefore,is an urgent problem to be solved in the construction of regional agricultural products.Based on brand theory,this thesis focuses on carrying out brand planning for “YouZan Orchard”,an agricultural product brand in Wanrong County,Yuncheng City,Shanxi Province.Brand economy is the best way for agriculture to get out of marketing dilemma.At present for individual fruit farmers the urgent problem to be solved is to raise their brand awareness and to create a strong and efficient agricultural industry relying on planting technology and policies.The literature method,field examination and empirical analysis have been employed in the thesis and the research has been implemented mainly from following five aspects.Firstly for the brand-related theory,the concept and function of the brand have been explored from the function,composition and value of the brand.Secondly detailed analysis has been established to the method for brand orientation.The local brand image of Wanrong apples has been analysed based on corresponding theories and the “YouZan Orchard” brand has been further planned.Finally several countermeasures for the later brand development have been developed according to specific brand construction environment of “YouZan Orchard”.As a consequence the importance of current brand economy in the agricultural industry has been ulteriorly highlighted through brand planning and research of “YouZan Orchard”.Establishment of a brand can not only help consumers to accumulate consumption experience,but also provide quality assurance for products.Most importantly,it can help improving the social status of China's agricultural production.With the completion and improvement of the brand,“YouZan Orchard” has gradually achieved the initially-set goals.In terms of economic targets,the market price of “YouZan Orchard” products has reached the expected standard.For industry goals,the industry structure has been optimized and the sales of individual fruit farmers in surrounding areas have been improved.Moreover,“YouZan Orchard” has also played a significant role in promoting the Wanrong apples in newly opened consumer markets.As to marketing,several stable sales channels have been developed as well as certain scale of consumers.Therefore expected results have been basically obtained.Furthermore at the same time the importance of a brand in the development of China's agricultural industry has been confirmed.