Research On Brand Communication Of Geographical Indication Products In Hunan Province

Hunan Hunan Province,as a large agricultural province with a long history,has excellent geographical and climatic conditions and a well-established regional culture,after generations of hard-working people continue to grope,create,cultivate also create many geographical indications products.At present,Hunan Province has registered geographical indications trademark has been on the hundreds,although the amount of continuous breakthroughs,but the formation of the brand effect is far inferior to domestic and foreign well-known geographical indications of products,did not show the geographical indications of the brand advantages and unique value,alsodid not get higher brand awareness of the spread,not to create a competitive market in the geographical indications of products.Under this background,the article from the brand communication angle,take Hunan province geographical indication product as the main research object,through the On-the-spot investigation,the thorough interview and so on research method,fully analyzes the present Hunan Province geographical Indication product brand dissemination present situation.The research found that the current geographical indications in Hunan Province after a period of development,the concept of brand communication has been widely paid attention to,brand communication information and channels began from a single to multiple,one-way to the integration of development,but still exist brand communication positioning blurred,single transmission channels and inefficient means of transmission and other defects.On the basis of understanding the present situation,this paper further analyzes the elements of the distribution of geographical indications in Hunan Province and the strategies and strategies of brand communication,and it can be found that the audience's attention begins to disperse in the intense market competition and diversified media development.Although the geographical indications of Hunan Province in recent years in brand communication strategies and strategies have made a certain attempt and achieved initial results,however,in general,the current brand-related means of geographical indications in Hunan Province and the high development and adaptability of the market are relatively low,which is the most important and fundamental dilemma of brand communication.To solve this dilemma,we must build a good brand identification system from the top design,clear brand communication positioning,create a unique brand personality,while integrating the way and content of brand communication,using multiple channels to send out "a voice" to deepen the impression of the audience to form brand awareness,Finally,improve the brand communication management system,the Government,associations and commercial bodies to interact with each other to create influential geographical indications brand.Only in this way can we maximize the effectiveness of the brand dissemination of geographical indications in Hunan Province,enhance the brand value,and shape the influential brand of geographical indications in Hunan Province.