State support for agricultural product brands: meet these conditions to help you get rich

As national policies favor the agricultural industry, the agricultural economy will usher in better development prospects. At this point, establishing and spreading the brand of agricultural means of production enterprises becomes particularly important. Building an agricultural brand is a long and arduous process. To make our brand known, advertising is a common practice. But without sufficient financial support, the advertising industry cannot make itself heard. On the basis of the work in 2015 to select 100 farmers' cooperatives and 100 agricultural product brands, the Ministry of Agriculture decided to continue carrying out brand selection and public-interest publicity activities this year.

Selection conditions:

① Farmers' cooperatives can only be selected from among the national farmers' cooperative demonstration cooperatives and "one village, one product" demonstration villages and towns recognized by the nine ministries and commissions, and the number of farming households driven by the selected cooperatives must be no fewer than 150.

② Agricultural product brands are selected from primary agricultural products such as crop farming, animal husbandry, aquaculture and specialty products, and must already have a registered trademark with the industry and commerce authorities.

③ The selected agricultural products must have geographical indication recognition, or have one or more certification marks among pollution-free agricultural products, green food and organic agricultural products.

④ One cooperative can only report one single-variety brand. The selected cooperative must operate in an honest and standardized manner, and must not have any adverse records such as violations of laws and regulations.

Based on years of practice in building and spreading the brands of Chinese agricultural enterprises and long-term experience in media, the following common misunderstandings in the brand building of agricultural means of production enterprises are summarized, in the hope that they can be helpful to the broad community of agricultural means of production enterprises in building and spreading their own brands.

“Misunderstanding one:Brand building has nothing to do with small enterprises

This is a common problem found in the process of many enterprises. Of course, running an enterprise has its own difficulties. The boss's first consideration is the survival of the enterprise, and every day he thinks about where the funds will come from and how the products can be sold. As a result, brand building is delayed, because enterprise leaders all know that brand building is a matter of spending money.

Under today's market competition, brand building is no longer an optional tactical issue for enterprises, but should be a strategic issue in enterprise operation.For enterprise operators, brand building has nothing to do with size. Brand building is a spark for the future development of an enterprise; it only depends on how you keep this spark well and gradually let it shine in all directions - only when an enterprise establishes brand awareness can its brand development have a main line and can it achieve the accumulation of assets in the development process.

“Misunderstanding two: only with high sales can there be money to advertise

In their understanding, "brand building = advertising. Without sales, where does the money for advertising come from? Without advertising, sales cannot be driven, thus entering a vicious circle."

In fact, brand building is not simply advertising but a systematic process of brand sorting. It includes two levels: determining the internal value of the brand and building the external communication system. The building of the internal genes of the brand is strategic positioning for enterprise operators, while the building of the external communication system is finding the way for an enterprise to communicate brand benefits to consumers.This requires formulating a strategy suitable for the enterprise's brand development according to its operating strength, quickly communicating the core benefits of the product to target consumers, and quickly bringing profitable sales to the enterprise.

“Misunderstanding three: brand building lies in the surface, and in-depth product research is dispensable

Through the above analysis of the construction of the brand building system, we have become clear about the systematic and strategic nature of brand building work. However, in the actual process of enterprise operation, quite a number of enterprises have brand building awareness and have not spent little money in the brand building process, but brand sales are still not ideal. Based on Siweidao Media's years of experience in diagnosing enterprises, the essence of the above problems is that enterprise brand building only treats the symptoms but cannot cure the root cause. This is due to two aspects.One is that the brand building department of the enterprise lacks professional ability in brand building, and the other is that some brand planning companies lack depth of research on the industry or products.

Because of the lack of professional talent or failure to find the right professional brand consulting company, brand building only floats on treating the symptoms and cannot solve the essential problem, wasting resources and, even more, wasting the enterprise's time.

“Misunderstanding four: once the government rating is good, no more attention is paid to substantive product building

Agriculture is an industry strongly supported by the state. The state has a certain tilt in policy support for agricultural enterprises. The rating given to an enterprise by the government can help the enterprise improve its corporate image, but brand building work is a link that establishes interaction with target consumers. The two can only complement each other and cannot be equated.Therefore, for agricultural enterprises that have already gained a good reputation, they should pay more attention to the substantive building of the brand, so that they can effectively integrate resources, release the potential of the enterprise and avoid waste of resources.