| The proposal of Rural Revitalization Strategy makes the development of agriculture and rural areas written into the national strategic level.At the same time,with the arrival of the"fourteenth five year plan" period and the smooth realization of the first Centennial goal,Chinese people’s need for a better life is more and more urgent,the national brand awareness is greatly improved,and the quality of agricultural products is also put forward higher requirements.The above factors make the market’s desire to upgrade the brand of agricultural products more urgent.During this period,the state put forward the "planning outline for the construction of characteristic agricultural products advantage area",and seven cases were selected in Henan.Under this background,the author creatively put forward the concept of associated brand in Henan special area,hoping to achieve the upgrading of brand mode.This paper reviews a large number of literature and uses the method of document measurement to show the research on brand building of agricultural products at home and abroad in recent ten years,clarifies the research hotspot and trend at home and abroad,and focuses on the regional brands including the special regional affiliated brands,and tries to discuss the specific connotation and characteristics of the affiliated brands in the special region,and then creates the related brands in the special region of Henan Province It has laid a theoretical foundation.Secondly,through the field survey method,this paper makes an in-depth field research on each special area in Henan Province,carefully combs its development status,and uses the case analysis method and comparative analysis method to objectively analyze the practical obstacles faced by the brand development of Henan special area from the horizontal and vertical perspectives,so as to provide a realistic foundation for the related brand creation of Henan special area.Based on this,combined with the expert consultation method,this paper explores the feasible coping strategies from five aspects of industrial agglomeration ability,scientific and technological support ability,spiritual and cultural connotation,brand protection and brand communication strength,and creates the related brand model of Henan special high-quality District,and clarifies the five groups of subjects of the related brand of Henan special high-quality District,respectively It is the main body of environment including policy environment,cultural environment,market environment and ecological environment,the main body of production including farmers’ cooperatives,individual farmers,leading enterprises and related processing enterprises,the main body of sales including online sales and offline sales,the main body of service including supporting service,knowledge service and marketing service,and the most intuitive reaction brand At the same time,it formulates the cultural guiding principle of Henan special high-quality District associated brand relying on local characteristic culture and the sustainable principle of pursuing rapid development.On the basis of this theoretical research,this paper selects "Lingbao Apple" associated brand for theoretical practice transformation,and according to the previous research results,it sets the invisible and dominant elements of its brand,and carries out a comprehensive design practice of Henan premium area associated brand from brand logo design,brand IP image design,brand illustration design,brand packaging design and brand App Design.It is expected to provide a reference scheme for the construction of related brand of agricultural products in Henan special high-quality district. |
