The purpose of segmenting agricultural product brands is to adopt different brand development strategies accordingly. From an easy-to-operate perspective, we tend to divide agricultural product brands into two categories: large brands and small brands. Since the characteristics of these two brands are very different, different brand development strategies must be adopted.
Big brands (regional public brands)
The so-called "big brands" refer to regional public brands, as we usually call "regional public brands" Product” brand. This kind of brand appeared earliest and has a great influence. Especially 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 concentrated in the place of production, and the segmentation requirements of their market demand are not very obvious. Therefore, "big brands" once It has become the main form of agricultural product brand, which is also called natural resource-based agricultural product brand. In this type of brand, "region" is its main feature and distinguishing mark. The development of this type of brand is based on the regional characteristic agricultural products as the object and carrier.
Specialty agricultural products are also called premium agricultural products. It is the crystallization of local water, soil and climate conditions and excellent farming methods. It has unique and excellent quality. It has enduring market charm and is favored by consumers. It represents the development direction of local agriculture and has great development value. Specialty agricultural products are highly innovative and resource-sharing. They are usually not cultivated by one household, but are jointly created by the people of a region over a long period of time and grown by the people of this region. A high-level agricultural resource shared by all, such as West Lake Longjing, Yangcheng Lake hairy crabs, Yantai apples, Pixian Douban, etc. The naming of specialty agricultural products is generally composed of the name of the place of origin plus the name of the agricultural product.
The name of origin of specialty agricultural products embodies the excellent quality of famous and special agricultural products and contains high intangible asset value. Such a name of origin is also the unique wealth of a local people. When applying for registered trademarks for specialty agricultural products, the name of the place of origin is often used as the trademark name. Such a trademark is also destined to be owned and used jointly by the enterprises or individuals whose functions are to produce and operate the famous and special agricultural products. Otherwise, it will be unfair and endless trademark disputes and legal disputes may arise. , directly affecting the survival and use of this registered trademark.
These characteristics of specialty agricultural products determine that they have a natural affinity with the same brand of the same brand. If specialty agricultural products want to become a famous brand of agricultural products, they must follow the image of a fair brand-"big brand" development path. On the one hand, this is conducive to fully tapping the potential of intangible assets of local specialty agricultural products, concentrating limited local human and material resources, quickly increasing the visibility and reputation of "big brands" and opening up the market with lower planning and publicity costs; on the other hand, , once the "big brand" becomes famous, it will also help to promote the upgrading of the local industrial structure and optimization of the layout, attract investment, build a public brand, and cultivate a number of leading enterprises to promote the development of local agricultural specialization and industrialization. process, forming a virtuous cycle.
Small brands (product brands and enterprise brands)
The so-called "small brands" refer to the general term for "agricultural product brands" and "agricultural enterprise brands". The reason why it is called "small" means that compared with "big brands", the product content and types covered by its brands are smaller. "Product brand" mainly refers to the brand used for a specific agricultural product, which is mainly used to distinguish the same type of agricultural products from other companies. For example, the "Juancheng brand" Pixian Douban in Pixian County, Sichuan 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 from each other. For example, "Hope" is the corporate brand that distinguishes Hope Group from other agricultural products companies such as Tongwei Group.
Because in market behavior, consumers often not only identify a specific brand product, but also use the company's brand to understand and purchase other series of products, so "corporate brands" often have more High gold content.
Agricultural product production enterprises can expand their "product brand" front at low cost through "enterprise brand" operations and multi-brand or brand extension strategies. For example, the "Hope Group" just mentioned owns a number of well-known product brands such as the "Hope" brand series of feeds and "Good" ham sausages.
"Small brands" are the inevitable product of the agricultural marketization process that has developed to a certain stage. The awakening and diversification of consumer brand awareness are the market conditions for its emergence, and the development of agricultural industrialization provides it with the necessary micro-foundation. The most significant feature of "small brands" is that they use specific agricultural product production enterprises as carriers. Therefore, cultivating good carriers is the top priority of the development strategy of "small brands" of agricultural products in each region.
The difference and relationship between "big brand" and "small brand" strategies
The most fundamental difference between "big" and "small" brand strategies lies in the different subjects of implementation. Other specific strategies This is where the difference in selection and implementation originates. Because of its specific characteristics of being highly innovative and sharing resources, "big brands" obviously have external characteristics. Therefore, the subject of specific implementation is destined to mainly depend on the government or industry associations, with farmers and enterprises more involved. "Small brands" are obviously different. They mainly rely on agricultural product production enterprises to develop and operate brands independently, while the main work of the government and industry associations has shifted to service and guidance.
The connection between the two brand strategies is: the relationship between the two can be described in sixteen words: "big first and then small, big leading small, big middle and small, honor and disgrace and ***". "First the big one, then the small one, with the big one leading the small one" means that there is a sequence between the two brand strategies in the selection of regional overall brand strategy development, and appropriate choices need to be made based on the actual development stage of local agricultural product brands. Generally speaking, the development strategy of "big brands" 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. Through the integration of "big brands", the early limited resources can be concentrated. Create a good brand environment and external conditions for the development of advantageous agriculture.
This will attract external investment and technical cooperation, promote the local agricultural industrialization process and cultivate a number of powerful leading enterprises and demonstration bases, and gradually complete the cultivation and development of the market. Because at this time, those leading companies with outstanding strength have already tasted the benefits of the development and operation of local "big brands" and have completed preliminary reserves of capital, 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. This will naturally form a good situation of "leading the small with the big" and push the development of the local brand strategy to a higher level. level.
"The big and the small, the honor and the disgrace are the first" is to illustrate that there is a sequence in the implementation of the two brand strategies, but it is not an inheritance relationship. More often, the two are intertwined. Work together at the same time, seek development, and influence each other. At this time, because the development level of agricultural product brands in different places is different, especially in areas with poor foundation, there are agricultural product production enterprises with certain strength. At this time, it is very necessary for the two to develop simultaneously. However, it should be noted that the development law of large and small should still be followed, because "big rivers have water and small rivers are full, and small rivers have no water and large rivers are dry."
Finally, it should be noted that "big brands" are by no means without brands, nor are they a sign of "low brand awareness in agricultural production and management" as many people think. It can be said that "big" and "small" brands are different development strategies formulated for different stages of agricultural product brand development. Especially in the agricultural product market that is in the initial stage of brand development, the role of the "big brand" strategy will be particularly obvious.