Brand Strategy Plan For Luzhai Honey Orange

The brand of agricultural products is helpful to Guangxi rural economic development and farmers’ income increase.Luzhai County Orange is the regional public brand of orange in Luzhai County,Liuzhou,and the first orange variety to be developed independently in Liuzhou,Guangxi.In order to enhance the influence of the Luzhai Honey Orange brand,we first explored the rich resources behind the Luzhai Honey Orange brand to position the Luzhai Honey Orange brand,showcasing the unique personality of Luzhai Honey Orange brand through core values.First of all,this plan analyzes the macro background,competition,target consumer characteristics,communication status and other aspects of Luzhai Honey Orange brand.Secondly,according to the preliminary research and project analysis,the brand positioning of Luzhai Honey Orange was completed.In addition,the core value of Luzhai Honey Orange brand is refined,and the brand symbol system,product system,channel system and communication system of Luzhai Honey Orange are built.In order to embody the cultural connotation of the Luzhai County Orange brand,this scheme explores the brand’s own communication value,the brand positioning of Luzhai County orange is “18 ° sweet,healthy and dynamic Luzhai County orange bred on the treasure land of Guangxi”.At the same time,extracted Luzhai Honey Orange brand is “Vitality Orange” this unique brand personality.In addition,considering the background of the current construction of digital China,the slow live broadcast of “Cloud planting” and the adoption of fruit trees of Luzhai Honey Orange were selected as experiential marketing activities.These are the effective ways to enrich the brand communication of citrus agricultural products and expand the brand influence of Luzhai Honey Orange.