Countermeasures and suggestions for agricultural brands

(1) Strengthen publicity and guidance and strengthen awareness of characteristic agricultural brands. Actively play the guiding role of the news media and vigorously publicize the importance of "three products and one standard" and trademark registration in an easy-to-understand publicity form. News units should develop special programs, increase the publicity of key enterprises and famous brand products, build brand images, promote product sales, create well-known trademarks, and promote the comprehensive, coordinated and sustainable development of the rural economy. Party committees and governments at all levels, business owners and the general public must enhance their awareness of striving for brand creation.

(2) Give full play to government functions and use administrative means to promote the development of agricultural brands. It is necessary to establish a development mechanism that is "enterprise-centered, market-oriented, and government-driven." Relevant government departments must give the green light and build a platform for agricultural product brand building, and vigorously support local agricultural product brands in terms of funds, publicity, taxes, finance, and external promotions. The development of enterprises and other agriculture-related entities.

(3) Support the development and growth of enterprises and give full play to the role of typical demonstrations. It is necessary to fully stimulate the confidence and determination of agricultural entities to make agricultural products bigger and stronger, encourage leading enterprises to innovate technology, and improve the quality of agricultural industrialization with branded products. Financial subsidies will be provided to leading enterprises for technological innovation and product promotion. Support existing brand agricultural product production and operation bases and leading enterprises, improve the quality of agricultural products, expand the reputation of agricultural products in the market, enhance the intangible assets of the agricultural industry, and promote the development and growth of enterprises.

(4) Strengthen brand creation and management. All localities should further intensify efforts to cultivate and create pollution-free agricultural products, green food, organic food, geographical indications of agricultural products and well-known trademarks in China and famous trademarks in Sichuan Province. Cultivate a number of brand agricultural products and processed agricultural products with high reputation and market share. It is necessary to establish a creation reward mechanism, focusing on creation with one hand and management with the other, so as to encourage producers and operators to create more industrial brands and take the road of brand entrepreneurship.

(5) Establish special funds for agricultural brand building. Every year, the finance department should allocate a certain amount of special funds as guiding seed funds, and focus on supporting leading enterprises with strong driving force and good growth potential in the form of subsidies and rewards. For enterprises that invest more than 500,000 yuan in publicity through TV stations, newspapers, outdoor advertisements, etc. at or above the municipal level, a subsidy of about 10% of the investment will be provided. Participating in agricultural exhibitions at or above the provincial level will provide booth fee subsidies. Certain rewards will be given to enterprises that obtain national well-known trademarks, provincial famous trademarks, "organic food" and "green food".

Shortcomings and problems in creating agricultural brands

First, lack of understanding and poor brand concept. Traditional agricultural production awareness still accounts for a large proportion, and there is a lack of modern agricultural development concepts such as standardization, branding, industrialization, and scale. The marketing methods are backward, the production efficiency is low, and brand management is neglected. It lacks necessary investment and proper publicity, resulting in low brand visibility and recognition, and the inability to exert brand added value and value-added effects.

Second, the market share of agricultural brands is low and unbalanced. Judging from the total number of trademarks, our city currently has more than 900 agriculture-related trademarks declared and registered, accounting for more than 45% of the city’s registered trademarks. ) *** totaling more than 60 pieces, accounting for nearly 4% of the number of trademarks. There are only 70 certifications for pollution-free agricultural products, green food, and organic food in the city, and there is a lack of products with national popularity. In terms of the distribution of agricultural product brands, the three national-level Chinese well-known trademarks are all held by Langzhong companies, and regional development is uneven.

The third is insufficient publicity and display marketing. There is not enough independent publicity by agricultural business entities. Even if there is some advertising, there is a lack of a complete set of advertising strategies and trademark brand strategies. The government-led publicity work is even more weak, and there is a certain gap between the neighboring city and county governments’ special emphasis on agricultural brand creation and publicity.

Fourth, policy support needs to be strengthened. Due to different regions, different foundations for social and economic development, and different work priorities, most county (city, district) governments in our city have not yet specifically studied and issued agricultural brand development policies and documents. The policy support funds are small and the policies and measures are not perfect, resulting in uneven development of work in various places.