Eight rules for running agricultural regional public brands

As an important type of agricultural product brand, the regional public brand of agricultural products refers to the common demands and actions of relevant institutions, enterprises and farmers in a specific region, in terms of production geographical scope, variety quality management, brand licensing, brand marketing and communication, etc., so as to jointly provide the evaluation of consumers inside and outside the region. The brand of agricultural products that make regional products and regional image develop together.

According to relevant statistics, China has formed more than one hundred regional public agricultural brands, and its regional public brand products have the characteristics of good sales and high prices, so it has become the goal of many regional efforts and pursuit. So in the flood of regional public brand construction, how can we stand out and successfully build a regional public agricultural brand?

Rule # 1: Grab public resource titles

The first step in creating a brand strategy for agricultural products is to discover, explore and seize public resources, including origin resources and category resources, and "own" them. That is, the origin and category resources "enterprise", from the origin, higher than the origin, occupy the category, play their own brand, do the representative of the origin and category.

These resources are the most important strategic resources for creating an agricultural brand, which is the biggest difference from doing an industrial brand. As for how to use it, it involves the relevant public relations ability, government resources, contacts, etc. Different people operate in different Spaces and can use different resources, and the final effect will be different. After finding the available public resources, we should organize a team to study how to maximize the use of copywriting, planning, design, advertising slogan, etc. will emerge according to different resources.

Law two: Win fast

To be a brand, you must rob to be the boss brand. If you're not the leader, look for an industry or category where you can be the leader.

An industry and a category can only have one boss, the boss's resources are less and less, entrepreneurs should have a sense of responsibility and urgency. Be the boss, is to occupy the brand, to spread king!

This involves a number of aspects, one is the attitude to do things, whether it is bold and resolute enough, one is the vision of looking at things, whether it is unique enough to grasp it. Once the agricultural product brand positioning, planning, design, it is necessary to promote from multiple media channels, as soon as possible to show the regional brand, occupy the high ground.

Rule 3: Use culture to enhance your brand

Simple agricultural products have no cultural significance, and over time there will be more and more drawbacks, and they will never enter the hearts of consumers, which is the lack of cultural significance. Agricultural products from the field to the kitchen table, in order to sell more and more expensive sell lasting, we must rely on the power of culture, so that the brand value. Therefore, mining, building, refining and disseminating the cultural value related to food becomes a necessity to create a brand.

Cultural resources related to agricultural products include: consumer cognition, consumption habits and eating customs, such as food concepts, eating customs, taste methods, such as sweet north salty, spicy and sour in the south are such resources, as well as cultural and historical resources, such as product legends and celebrity stories.

How to refine the culture suitable for the brand, first, we need to have enough creative points, and second, we need to have a deep study of Chinese culture, and in-depth investigation of local history, people, culture and characteristics, so as to find the combination of products and culture, and then add value to the brand.

Law four: Internal quality differentiation, externalization

How to deal with highly homogeneous products? The internal quality differentiation, externalization!

One is to start with the cultivation method and variety improvement, and make differences in products.

Some special varieties will have unique external differences, which is one of the reasons why this kind of regional specialties are sought after by consumers, and even enjoy talking about it. Marketers should be good at associating these unique differences with the brand, making them the characteristics of their own brand, and becoming the basis for consumers to identify the brand like a logo label.

The second is to excavate and refine the differentiated value of products and brands and highlight and disseminate it

The agricultural market is an inherently highly homogeneous market, which is the "highly homogeneous" problem mentioned above. If the ready-made differentiation of the product itself is insufficient, then you need to work hard to dig up and make a difference in product and brand value.

Rule 5: External image quality, difference

To try to make products and brands show differences in the external image, use the external image to highlight and enhance the internal value, that is, the internal quality externalization, the external image quality, differentiation, this is the brand and product image shaping.

The main means are as follows:

1. Choose the right brand spokesperson and make the right advertisement

2. Good packaging shows value and difference

3. Use new industrial models to create differences and use terminal design to shape images

Rule 6: Create leading or unique standards to lead the industry

There are two kinds of standards here. One standard is the national standard system, and the other standard is the consumer evaluation standard.

In the category or industry, create a leading or unique category or industry standard, lead the industry, and even guide the formation of national standards, get the first hand, let competitors become followers, imitators, or set up a "subjective" standard for consumers to judge products, so as to provide a basis for consumers to purchase decisions. This is an effective rule for grabbing the market for agricultural products, being the boss, and making brands.

In a sense, intellectual property is more important than knowledge itself, technical standards are more important than technology itself, and having standards in the minds of consumers is more important than actual standards. With standards, you have the right to speak, you have the initiative, and you have stronger competitiveness.

If you are an innovator, please leave your hands and feet to innovate boldly, create a different standard, publicize this standard in a big way, and make the standard in the mind of consumers.

Law 7: Hybrid innovation

Many agriculture-related enterprises enter the highly competitive modern market for the first time, brand is the first time, they have some marketing concept model obsolete, some completely start from scratch, no mature model and experience, so in particular need of hybrid innovation.

Hybrid innovation refers to the bold reference, superposition, complement and integration of other industries' excellent ideas, resources, technologies, models and methods, so as to spawn a new industry, category (product) or marketing ideas, gain competitive advantages, and achieve breakthroughs.

There are two main types of hybrid innovation:

The first type is interaction, learning and cooperation between different industries. For example, Zhangzidao sea cucumbers borrow high-end wine channels to win, such as Chun brand organic fish cooperation with the hotel, the implementation of the original monopoly policy.

The other type is to integrate the marketing elements of different industries for our use, improve the DNA of products or other marketing elements, make it mutate, create a geometric multiplication effect of (11)n, and thus generate huge marketing energy.

Rule 8: Deep processing, make the product completely different

The agricultural market is a highly homogenous market by nature, and the common products have low product value and added value, and the more fresh food, the more serious the homogenization. The conventional idea is that the only thing such a product can fight in the market is the price, and as a result, no one can sell it at a good price.

How to do, deep processing of the product, change the original form of the product, greatly enhance the added value of the product, so that the original same product becomes completely different.

The difficulty of making brand of agricultural products is inversely proportional to the depth of processing, that is, as the degree of processing becomes deeper and deeper, the difficulty of making brand gradually decreases, and vice versa. It is difficult to make a brand of cold meat, but it is relatively easy to make a brand of fresh meat into ham sausage. Similarly, fresh fruits and vegetables are very difficult to brand,

After deep processing, canned vegetables and fruits, fruit and vegetable slices to do the brand is relatively easy. In fact, the brand of ham sausage was earlier than cold meat, and the brand of canned vegetables and fruits appeared very early.

Deep processing is the magician of product differentiation and value-added. Deep processing can greatly increase the convenience and health of agricultural products to eat, easy storage and transportation, and these value-added products have found a foothold in consumer demand.