Regional Public Brand Construction Problems Of Agircultural Products

As the product branding, brand influence is also growing in the field of agriculturalproducts, regional public brand of agricultural products as an important branch of agriculturalproducts brand, it has a big impetus effect to the development of regional economy, and it’salso an important means of increasing farmers’ income. How to improve the construction levelof regional public brand of agricultural products, to enhance the competitiveness of theagricultural product regional public brand, promoting its rapid and healthy development is notonly the demand of the farmers and agricultural enterprises, is also the needs of thedevelopment of regional economy.This paper draws on the literature about regional brand theory research at home andabroad, on the basis of defining the concept of public brand agricultural area, analyzes thebrand connotation and feature, secondly, this paper analyzes the regional public brand ofagricultural products’ construction situation, and points out several problems existing in thereference, on the basis of predecessors’ research results, combined with the actual, put forwardthe measure of regional public brand construction of agricultural products of diamond model,based on the diamond model of QianXi chestnuts and Welch ’s brand construction has carriedon the case analysis, comparison of the domestic and foreign agricultural product regionalpublic brand construction the similarities and differences between the subject and measures,summarizes successful experience in brand building. Finally on the basis of case analysis,combining with the above research, put forward the improve the regional public brandconstruction of agricultural products of some countermeasures and Suggestions.