1. Choose to build a regional public brand of featured agricultural products.
Geographical indication products have regional characteristics in product production, quality supervision, industrial scale, trademark use, cultural background and producers. A series of regional characteristics can be used to create regional public brands of agricultural products with single category and full category.
Regional public brands are different from brands in the sense of common trademarks such as enterprise brands, cooperative brands and farmers' brands. It has the special ability to integrate regional resources and link regional forces.
If we take geographical indication products as the industrial basis, build regional public brands, and form a synergistic relationship with parent-child brands such as enterprise brands, cooperative brands and farmers' brands, and build a brand interaction model between regions and enterprises (cooperatives and farmers), we can form a harmonious Lian Heng of regions, industries, enterprises and farmers to the maximum extent, and create a new ecology of regional brands.
2. Create a differentiated exclusive brand.
Using the scarcity of varieties, we can build the unique brand competitiveness of agricultural products brands based on the characteristics of varieties. China has a vast territory and rich resources of special varieties. Taking advantage of the product quality differences brought by natural customs and production process characteristics, the brand characteristics of quality differentiation can be formed. Using the uniqueness of long context, we can inherit and deduce the cultural characteristics and individual values of agricultural products brands. Make use of the characteristics and specificity of geographical indication products to create a regional agricultural product brand with strong specificity and unrepeatable.
3. Establish a regional brand relationship that is interactive, integrated and mutually supportive with the regional image.
Geographical features and specific naming not only reflect the geographical dependence, geographical association and geographical specificity of geographical indication products, but also can improve the popularity, association and memory of an agricultural product brand with the help of geographical names and their popularity.
In the process of brand creation and management, we can also form a unique brand image and brand personality with the help of regional image and regional characteristics, and establish a specific and unique brand relationship between the regional brand image of agricultural products and regional public brands, and endorse and support each other.
4. Strengthen brand quality control to avoid "the disaster of the commons".
At present, the main producers of geographical indication products in China are thousands of households. Among them, enterprises and cooperatives are relatively weak and scattered in scale. The regional public brand of agricultural products established on the basis of geographical indication products is facing the difficulty of production standardization and the contradiction caused by the separation of trademark ownership and use right. In this contradictory state, if the supervision is weak and the collective consciousness of producers is not strong, it will lead to a "disaster of the commons" in which individual interests hurt the overall interests.
We should be highly alert to the publicity of trademark use and the particularity of the separation of trademark ownership and use right, strengthen brand quality control, strengthen the public interest consciousness and behavior norms of production subjects, avoid the emergence of "commons disaster" and form good cooperative relations among various parties.