Brand Building And Brand Communication Plan Of Jilin City's Rice

I interned in Mangzhong Brand Management Corporation in August,2018.Mangzhong Brand Management Corporation is one of company focus on helping some of local governments to build Agricultural Products Placing Brand.During my internship,the Agricultural Committee of Jilin City,Jilin Province made a contract with Mangzhong to erect the Jilin City Rice Placing Brand collaboratively.And I was an assistant intern in the Strategic Planning Department would be mainly responsible for this project.Firstly,this case tests the brand strategy circumstance which Jilin City rice faces.Secondly,we erect the brand strategy objectively,including consumer objective,competition objective,development objective and value objective.Thirdly,we use the Rebuild Brand Strategy and Challenge Brand Strategy to plan and design the Jilin City Rice Placing Brand,and create the brand recognition system.Finally,we combine with the integration of brand communication(IBC)theory,respectively,establishing different stages of communication program strategy and implementation path.