Branding Communication Plan Of YuBei Regional Public Brand

The internship unit where the author works is focused on the research and practice of the "Sannong" brand,and provides regional public brand planning services for agricultural products for governments around the world.During the internship,the author completed this "Public Brand Communication Planning for Agricultural Products in Yubei District".This plan conforms to the era trend of agricultural branding and the policy guidance of rural revitalization,starting from the market background of agricultural products in Yubei District and the status quo of brand development,based on the characteristics of urban agriculture in Yubei District of Chongqing City and its multi-resources such as location,landscape and cultural context To meet the needs of consumers in Chongqing,to refine the brand value and brand personality of agricultural products in Yubei District,to obtain the strategic positioning of the brand "Chongqing Huaguo Mountain",and to further condense the brand name "Huagu Yubei" as the Yubei District New image of agricultural products brand.By sorting out and refining the value of the brand,a value support system for the brand was formed,which further condensed the brand slogan "All the way to the north,flowers and fruits north to north",and created a brand that not only echoes the core value of the brand,but also has high recognition A visual symbol system for communication.By connecting with the actual needs and lifestyles of consumers,this plan condensed the communication theme of "Giving Chongqing a Weekend",and formed five communication strategies around youthfulness,quality,scene,experience and socialization.From the communication strategy to carry out brand communication plan planning.