The brand development of agricultural products is easy to fall into three kinds of misunderstandings.

"Food is the most important thing for the people, and safety is the first thing to eat." Food safety problems occur frequently, making people worried about eating three meals a day. Only when consumers buy agricultural products based on "brands" with a sufficient degree of safety can they effectively get rid of food safety fears. This judgment standard of "brand safety" has driven the acceleration of the development trend of the brand of agricultural products. However, you should also be careful on the road of branding of agricultural products. Xiaomeng takes you to know the three major misunderstandings that are easy to fall into.

Myth 1: no army at all

Throughout the market, our agricultural products are not lack of brands, on the contrary, a variety of brands emerge one after another, consumers are dazzled. The development principle of the food chain determines that the development of the agricultural product market must also abide by the competition law of "the law of the jungle, survival of the fittest". Small, scattered brands of agricultural products are prone to the misunderstanding of being powerless and uncompetitive in the market.

Having a brand of agricultural products does not mean being a brand of agricultural products. Brand development, only stay on a random concept, no added value, no influence, such a brand is completely futile.

The development of brand agriculture must be driven by good leading enterprises and rely on the influence of leading enterprises to make agricultural products truly move towards the stage of branding. In order to give the brand should have the value, should have the added value, should have the influence, enhance the competitiveness of agricultural products.

Myth 2: blue comes from blue, but not better than blue.

Agricultural products have an inherent natural advantage-unique regional origin. Unique historical, cultural and geographical factors have created a natural advantage for agricultural products to stand out. However, the emergence of a large number of imitation products and fake and shoddy products in the market has led to some slightly successful agricultural brands that have not yet gained a firm foothold and fall into the awkward predicament of breaking their promises in front of consumers.

What on earth can we do to avoid getting into such a predicament? Where on earth is the source of these problems? The lack of brand prominence, brand sharing and even abuse have added a lot of "blockages" to the development of agricultural brands.

If regional agricultural products want to become stronger and bigger in the market, they must be based on the concept of "emerging from blue but better than blue". Products should rely on geographical advantages, but they should go beyond geographical advantages and let public resources serve the brands of agricultural products.

The establishment of the brand should be integrated into the creativity that is easy to win the deep recognition of consumers, but there is no lack of regional identification, in order to avoid being knocked down and crushed by some similar products later.

The creation of the brand can completely incorporate elements such as geographically representative characters and allusions, rather than simple and easy-to-copy methods such as directly moving into place names. The development of agricultural products brand can not "emerge from the blue but not better than the blue"!

Misunderstanding 3: talking on paper, a piece of paper

How can a successful agricultural brand fulfill the promised value promise to consumers? Of course, it is its unique core value! The essence of a successful brand is the core value of the brand. The core value of a good agricultural product brand can give consumers a reason to pay for your products. The brand of agricultural products without core value is "on paper, a piece of paper".

In addition to some intuitive and touchable physical attributes, some abstract and intangible values are also important elements that constitute the core value of agricultural products brand. The stories and cultures of some products that are invisible and deeply recognized by consumers are the precious intangible values that constitute the core value of the brand.

This kind of intangible value can not be imitated and surpassed by any enterprise. For the development of agricultural products brand, we should pay attention to excavating its unique intangible value and creating the core value of the brand in order to avoid "empty talk and empty paper".