Research On Brand Image Design Of Agricultural Products From The Perspective Of Rural Revitalization

In the context of rural revitalization,the Chinese government attaches great importance to cultivating agricultural product brands.In a series of important policies and documents,it is proposed to build a number of characteristic agricultural product brands of "local brand" and "township brand".Local governments and producers and operators actively respond to the national call,fully tap the characteristic agricultural products in the region,and strive to build local agricultural products into well-known brands.In this environment,the competition in the agricultural product market is becoming increasingly fierce.The brand image design of agricultural products has become the key to enhance the added value and competitiveness of agricultural products and show the difference with other agricultural products.However,there are many problems in the brand image design of agricultural products in the current market,which seriously restricts the development of agricultural product brands.Therefore,from the perspective of rural revitalization,this paper first analyzes the value of agricultural product brand image design to rural areas in terms of economy,culture,aesthetics and communication,as well as the advantageous conditions in terms of policy,market and talents;Secondly,this paper analyzes the existing problems of brand image design of agricultural products,and summarizes the optimization path of brand image design of agricultural products from four aspects: visual image,brand gene,rural culture and communication and promotion,so as to provide practical direction for the brand image design of Zhangqiao mutton;Finally,this paper takes Zhangqiao mutton as the specific research object.Through the application of Guochao style,the excavation of brand stories,the integration of folk art and the innovation of media,this paper creates a visual image with distinct personality and rich connotation for Zhangqiao mutton,which not only demonstrates the feasibility of the optimization path proposed in this paper,but also can create a well-known brand for Zhangqiao mutton Promote the sustainable development of rural areas and make positive contributions.