Big brand (regional public brand)
The so-called "big brand" refers to regional public brands, such as what we usually call "regional+product" brands. This brand appeared at the earliest time and had a great influence. In particular, because the characteristics of agricultural products are different from general consumer goods, the quality of most agricultural products is mainly determined by the natural conditions reflected in the place of origin, and the segmentation requirements of their market demand are not obvious, so "big brands" once became the main form of agricultural products brands, which is the so-called natural resource-based agricultural products brands. In this brand, "region" is its main feature and distinguishing sign, and the development of this brand takes agricultural products with regional characteristics as the object and carrier.
Characteristic agricultural products are also called famous and excellent agricultural products. It is the crystallization of local soil and water climate conditions and excellent farming methods, with distinctive excellent quality and enduring market charm, which is favored by consumers, represents the development direction of local agriculture and has great development value. Characteristic agricultural products have the characteristics of co-creation and resource sharing. They are usually not cultivated by one family, but a kind of advanced agricultural resources jointly created and shared by people in a region for a long time, such as West Lake Longjing, Yangcheng Lake Hairy Crab, Yantai Apple and Pixian Douban. The naming of characteristic agricultural products generally consists of the name of origin plus the name of agricultural products.
The name of origin of characteristic agricultural products embodies the excellent quality of famous and excellent agricultural products and contains high intangible assets value. Such a name is also a wealth shared by local people. When applying for the registered trademark of characteristic agricultural products, the name of origin is often used as the trademark name. Such a trademark is destined to be jointly owned and used by enterprises or individuals who produce and operate such famous and excellent agricultural products, otherwise it will be unfair, and endless trademark disputes and legal disputes may arise, which will directly affect the survival and use of this registered trademark.
These characteristics of characteristic agricultural products determine their natural affinity with ordinary brands. If characteristic agricultural products want to become famous brands of agricultural products, they must take the development road of public brands-"big brands". On the one hand, it is conducive to fully tapping the potential of intangible assets of local agricultural products, facilitating the concentration of limited local manpower and material resources, rapidly improving the visibility and reputation of "big brands" and opening up the market with lower planning and publicity costs; On the other hand, once the popularity of "big brands" is started, it will also help to promote the upgrading of local industrial structure and layout optimization, attract investment, strengthen public brands, cultivate a number of leading enterprises, promote the development of local agricultural specialization and industrialization, and form a virtuous circle.
Small brand (product brand and enterprise brand)
The so-called "small brand" refers to the collective name of "agricultural product brand" and "agricultural enterprise brand". The reason why it is called "small" means that compared with "big brands", the products covered by its brands are smaller in connotation and variety. "Product brand" mainly refers to the brand adopted by a specific agricultural product, which is mainly used to distinguish the same type of agricultural products of other enterprises. For example, the "Juancheng Brand" in Pixian County, Sichuan Province is an example. "Enterprise brand" mainly refers to the brand adopted by a specific agricultural product production enterprise, which is mainly used to distinguish different agricultural product production enterprises. For example, "hope" is a corporate brand that wants to be different from other agricultural products enterprises such as Tongwei Group.
Because in market behavior, consumers often not only identify a specific brand product, but also know and buy other series products through the brand of the enterprise, so "corporate brand" often has higher gold content. Agricultural production enterprises can expand their "product brand" front at low cost through the operation of "enterprise brand" and multi-brand or brand extension strategy. For example, the "Hope Group" mentioned just now has many well-known product brands such as "Hope" brand series feed and "Beautiful" ham sausage.
"Small brand" is the inevitable product of the development of agricultural marketization to a certain stage. The awakening and diversification of consumers' brand awareness are the market conditions for its emergence, and the development of agricultural industrialization provides it with the necessary micro-foundation. The most striking feature of "small brand" is that it takes a specific agricultural product production enterprise as the carrier. Therefore, cultivating carriers is the top priority of the development strategy of "small brands" of agricultural products in various regions.
Differences and relations between "big brand" and "small brand" strategies
The most fundamental difference between "big" and "small" brand strategies lies in the difference of implementing subjects, and the differences in the choice and implementation of other specific strategies all stem from this. "Big brand" has the characteristics of co-creation and resource sharing, and obviously has external characteristics, so it is destined that the theme of specific implementation mainly lies in the government or industry associations, and farmers and enterprises will participate more. The "small brand" is obviously different, mainly relying on the independent brand development and management of agricultural products production enterprises, while the main work of the government and industry associations is to serve and guide.
The relationship between the two brand strategies is: the relationship between the two can be described in sixteen words: "First big, then small, big and small, big and small, sharing weal and woe". "Big first, then small, big with small" means that in the choice of regional overall brand strategy development, there is a sequence between the two brand strategies, and it is necessary to make appropriate choices according to the actual development stage of local agricultural products brands. Generally speaking, the development strategy of "big brand" needs to be implemented first. The purpose is to complete the selection of regional agricultural leading products and the optimization of industrial layout through the development and operation of big brands, and to concentrate the limited resources in the early stage through the integration of "big brands" to create a good brand environment and external conditions for the development of advantageous agriculture.
In order to attract foreign investment and technical cooperation, promote the process of local agricultural industrialization, cultivate a number of powerful leading enterprises and demonstration bases, and gradually complete the cultivation and development of the market. At this time, those leading enterprises with outstanding strength have tasted the sweetness in the development and operation of local "big brands", completed the initial reserve of funds, technology and talents, and are guaranteed by a relatively standardized market environment and corresponding production. At this time, they will actively develop their own products and corporate brands in order to seek higher profit returns, which will naturally form a good situation of "taking small with big" and push the development of local brand strategy to a higher level.
"Big, medium and small, sharing weal and woe" is to show that the two brand strategies are implemented in sequence, but they are not a cohesive relationship. More often, they are intertwined and carried out at the same time, seeking common development and influencing each other. At this time, due to the different development levels of agricultural products brands in different places, especially in areas with poor foundation, it is very necessary for agricultural products production enterprises with certain strength to develop together. However, it should be noted that it is still necessary to follow the law of development with large areas and small areas, because "big rivers have water and small rivers have no water".
Finally, it needs to be explained that "big brand" is by no means brand-free, nor is it the performance of "weak brand awareness in agricultural production and management" that many people think. It can be said that "big" and "small" brands are different development strategies in different stages of agricultural product brand development, especially in the agricultural product market at the initial stage of brand development, the role of "big brand" strategy will be particularly obvious.