Study On The Brand Communication Of Agricultural Products With Geographical Indications In Liaoning Province

Geographical Indication is a kind of certification identified by the State, and in recent years it has been generally concerned by producers and consumers of agricultural products. The number of Geographical Indications registered is increasing year by year, and we can see more and more Geographical Indications in the market of agricultural products.As the competition in the domestic market becomes more and more fiercely and China's agricultural market is opened to the outside world after accession to the World Trade Organization, more and more operators of the agricultural products realize the importance of brand, and Geographical Indication of agricultural products, which is certified by the state with regional characteristics, has advantages and foundations in the development to high quality brands. Therefore application for s and develop brands of agricultural products with the effect of Geographical Indication become an important measure in the brand construction of agricultural products, and promote the overall development of agriculture.Because of special geographical environment, climate and cultural background of the natural elements, Liaoning Province has developed several Geographical Indications of agricultural products, as of December 31,2010 there are 26 agricultural products of Geographical Indication, the number of which occupies a leading Status among provinces in the country. Although we have "Panjin rice", "Changhai sea cucumber" and other famous brands of agricultural products, but there are a lot of misunderstandings and errors in the process of brand building and brand communication of Geographical Indications, which is not conducive to the use of geographical indication resources and brands' long-term development in agriculture of Liaoning Province.This paper, which is based on the brand communication theory, takes brand building and communication process of famous and representative agricultural products of Geographical Indication in Liaoning province as the main research object, and find that there are some problems in the process of brand development such as the brand characteristics not clear, brand positioning fuzzy, brand communication channels single, brand protection sense weak, and development strategy of brand management is raised to fix the issues for example, prominent brand characteristics, accurately target your audience and expand distribution channels and strengthening the brand protection of so on.