To answer this question well, there must be three parts:
1, what brand is Xiangong * *?
2. What can county public brands bring to county people?
3. How do county public brands achieve the above goals?
County public brand is a state-owned intangible asset based on the jurisdiction of an administrative county, aiming at promoting local characteristics and promoting regional political, economic and cultural development. On the other hand, the county public brand is the ambassador of brand image promotion in this county, which embodies its unique cultural temperament; Unique geographical advantages; Unique product differences. Finally, it will help the county to have a clear brand awareness, attract the attention of the whole country and even the whole world, and empower the people of the county for a better life!
Brand has three values: adding value, saving money and safeguarding rights. County public brands can also bring value to the people in the county in these three aspects.
The higher the brand awareness, the greater the brand influence, and the greater the probability of attracting consumers to buy. Moreover, brands will convince consumers that branded products are superior to non-branded products. The good stories of brand products are more touching and will resonate with users emotionally, so they are willing to pay a higher amount for them.
County enterprises can expand sales, increase production, hire more local workers, enhance local consumption power, promote the integration of primary and secondary industries, realize the redistribution of social resources, and finally achieve * * * common prosperity.
Saving money means that enterprises or individuals can borrow a boat to go to sea without doing too much publicity.
For example, the brand of "Tianci Li Yue" in Yuepuhu County, Xinjiang, the county's high-quality agricultural special products can be presented by the holy lake of Taklimakan Desert, with "Tianci gift, natural gift" as the core of value, empowering a series of products such as Tianci Jinyou, Tianci Gua and Tianci Jujube to sell well in the market.
For consumers, they have realized the value of a county because of a product, and confirmed a number of good products in this county through a county public brand. Consumers are also saving money by reducing decision-making costs and buying high-quality and reliable products.
At this time, the brand's trademark registration protection or intellectual property protection is very important. As an important state-owned intangible asset, county public brands also need legal protection.
Consumers can also effectively distinguish according to the graphic signs registered or protected by intellectual property rights to protect themselves from buying genuine products.
Start with the first button of the brand. Brand positioning is wrong, and the actions behind it are all in vain.
County public * * * brands must first understand the actual situation of the county, and collect and sort out information from the aspects of region, culture, history, specialty and so on. And through sifting sand and panning for gold, we can extract the core with the most brand value in the county, so as to determine the brand positioning.
For example, the brand "Glacier" in Jimunai County, Xinjiang, has its brand positioning extending from Glacier to the core value of "Glacier Ecosphere". Through the super brand slogan of "Glacier Ecosphere, Pure and Good Food", various agricultural special products (Glacier Sheep, Glacier Organic Flour, etc. ) In the county, they were endowed with the concept of "pure food", which formed a strong reason to buy and impressed consumers to buy.
The second step is to design the brand name of the county public around the brand positioning. A good name is the beginning of success. It is like a key to open the door of a brand and help us enter the room.
The third step is brand super advertising language. A super slogan that touches people's hearts and stimulates consumption and purchase is a word-of-mouth slogan widely spread by brands.
The fourth step is to design a visual recognition system that matches brand positioning, brand naming and super advertising language. Show the inner spirit and value of the brand through the external creativity of graphics.
The fifth step is to plan and design star products, and to incite the market and grasp the minds of consumers through a most competitive star product. Through point connection, gradually establish a county-level public brand product system. In this process, it is accompanied by a set of access standards for county public brands. Only enterprises and products that meet the standard requirements and can truly bear and reflect the value of public brands can join them and enjoy the bonus.
The sixth step is to continuously connect with various sales channels and organize and plan various marketing activities. Whether it is a meeting between supply and demand, a live webcast with goods, and a tourism festival experience ... we will continue to promote the multi-channel marketing of the whole network and integrate the media matrix to create momentum. Make the brand's attention constantly improve, thus driving the product brands that join it to really benefit.
The seventh step, the county * * * public brand in the operation process, to implement the dual brand operation mode. Corporate brands and public brands are promoted simultaneously.
The eighth step, maternal and child brand linkage, the core brand value is outstanding. Integrate the brand of high-quality agricultural special products in the county, build a large-scale comprehensive commercial "big brand" (that is, county public brand), compete for the strategic commanding heights of brand competition, and drive the formation of brand clusters of famous towns, famous products and famous enterprises.