After being away from home for a long time, I miss the taste of hometown specialties from time to time. This longing is not limited to the teeth and cheeks, but also surges deep in my heart. Our country's diverse climate, environment and customs and crafts have given birth to countless agricultural products, all of which without exception have the flavor of the mountains and rivers, and thus have a cultural background. The soil and water support the people, and the soil and water produce the agricultural products. Each agricultural product has a unique origin, story, emotion, and cultural tension. Today’s consumers, who is willing to bring things of unknown origin into the kitchen and put them on the table? Therefore, discovering this connotation has become an indispensable task to enhance the brand value of agricultural products.

When you scoop up a spoonful of fragrant rice steamed with Wuchangdao flower-flavored rice, you think of Longfeng Mountain and Niuhe; when you eat a Xuanhua milk grape, you think of the unique funnel-shaped grape trellis? Eating it not only satisfies your appetite. Desire is also a kind of spiritual enjoyment. The long history, culture and humanistic color of agricultural products can shorten the distance between products and consumers, allowing consumers to experience the historical and humanistic atmosphere contained in the brand culture of agricultural products while enjoying agricultural products, thus making the brand of agricultural products more popular. Leave a deep impression on consumers. Therefore, injecting brand culture into agricultural products can strengthen the brand image of agricultural products in the minds of consumers, highlight their brand personality, and help exert the identification function of agricultural product brands. Although it has the same functional benefits as other agricultural products, consumers may buy it at a high price because it has an emotional value, which is determined by the consumer psychology.

my country has a vast territory and strong regional differences in agricultural products, which also have great historical and cultural differences. At present, the number of trademark applications for agricultural products in our country is constantly increasing, which shows that more and more agricultural product operators and governments are beginning to realize the importance of agricultural product brands. However, most companies and farmers only have a superficial understanding of agricultural product brands and do not have an in-depth understanding of them. Considering the most natural cultural factors that are most likely to resonate with consumers in agricultural product brands, local characteristic culture is not injected, and the research, exploration and construction of the cultural connotation of agricultural product brands are ignored. Many agricultural products have the theme of green and health, and the brand image of agricultural products is similar. They lack individual characteristics and cultural heritage. They are easy to be imitated by competitors and difficult to achieve brand loyalty in the minds of consumers. Therefore, many agricultural product brands in my country cannot compete with similar international agricultural product brands.

The production of industrial products can be carried out in any region as long as there are raw materials, factories, machines, etc., while the growth of agricultural products must be carried out under suitable climatic conditions and regional environment, and the natural geography of the region Only by combining agricultural production factors with local traditional agricultural production technology can we produce characteristic agricultural products. Therefore, agricultural product brands are highly regional. When establishing the value connotation of agricultural product brand culture, we should consider the characteristics of agricultural products, the geography and history of their growth. Explore the environment and the humanistic atmosphere in the growing area of ??agricultural products to establish a brand culture that is unique to the agricultural products and reflects consumer emotions.

First of all, in terms of natural and geographical conditions, different regions have their own unique natural characteristics, which are specifically reflected in ecological conditions such as geographical environment, soil, climate, light, and humidity. Secondly, in terms of long history, the formation of the value of geographical indications of agricultural products often requires the efforts and struggles of producers in specific areas for decades, hundreds or even longer, and is the product of historical accumulation. The essence accumulated in history has unparalleled competitive advantages. For example, Anxi Tieguanyin, which represents the "Kung Fu Tea Culture", is the most famous oolong tea. Anxi is the birthplace of Tieguanyin tea, with a history of 270 years. Third, in terms of human factors. The production and processing of regional agricultural products often reflect the traditional knowledge of local residents and carry the knowledge creation of local residents, thus forming the traditional production methods and production techniques of agricultural products. The products often have physical symbols. For example, Pu'er tea embodies the characteristics of inclusiveness, openness and compatibility in Yunnan's national culture. Its special production technology and the historical halo of royal tribute tea and the fashion features that adapt to the modern advocating healthy aesthetics give Pu'er tea a multi-cultural connotation and unique cultural charm.

Agricultural products originate from farming society, and behind each agricultural product there is a cultural foundation from history. Discovering, extending or even creating and disseminating culture to form a brand's personality and new value is the best strategy for agricultural product brand creation.

Our country's agriculture has profound and long-standing national cultural origins. This is a major comparative advantage that enables us to compete with similar foreign brands. It is also a major factor that distinguishes regional public brands of agricultural products from similar products in other regions in the country. How to use traditional culture as a tool to refine the local characteristics of regional public agricultural products and let more elements and strategies penetrate into the marketing strategy is a topic we are facing.