Agricultural Product Brand Research Articles

Impact of agricultural product brands and agricultural industry agglomeration on agricultural carbon emissions

Agricultural carbon emissions pose a significant challenge in combating climate change and achieving sustainable development objectives. These emissions predominantly stem from the decisions made by stakeholders, and the potential economic and social benefits associated with agricultural product brands determine their capacity to influence stakeholder behavior. This study utilizes panel data from 30 provinces in China spanning from 2008 to 2021 to examine the impact of agricultural product brands on agricultural carbon emission intensity and its underlying mechanisms. The findings indicate that: (1) Agricultural product brands contribute to lowering agricultural carbon emission intensity within a region, while also exerting a negative spillover effect on neighboring areas. (2) Agricultural product brands foster a decline in agricultural carbon emission intensity by bolstering the agricultural industry agglomeration. (3) Agricultural scale operation exhibits a threshold effect between agricultural product brands and agricultural carbon emission intensity, with the mitigation effect becoming increasingly pronounced as the threshold range expands. The research findings can offer valuable insights into leveraging the advantages of agricultural product brands to facilitate the reduction of agricultural carbon emissions.

A Case Study on the Application of New Media Technology and Market Expansion of Rural Enterprises in Central China

New media has become a critical marketing method in modern times and plays a vital role in rural China's market expansion and development. Currently, the sales of agricultural products by Chinese rural enterprises have become an indispensable part of agricultural product marketing. In the face of fierce market competition, these companies must focus on building agricultural product brands to enhance market competitiveness continuously. However, under the influence of traditional economic concepts and production models, enterprises in some rural areas of China still need to understand brand building, which limits the effective use of new media and results in certain constraints on marketing agricultural products. Therefore, this article aims to conduct an in-depth study of how rural enterprises use new media technology to highlight their products' unique features and advantages by formulating effective marketing promotion strategies.In the face of fierce market competition, rural enterprises need to use creative marketing methods to increase the visibility and recognition of their products. To this end, researchers have proposed marketing promotion strategies through new media technology. In the process of brand building, this article emphasizes the combination of product characteristics and local culture to ensure that the brand image is more in line with the tastes and needs of local consumers. Through innovative designs of brand logos, slogans, etc., rural enterprises are expected to stand out in the market and enhance their competitiveness in new media marketing. Ultimately, this article aims to provide compelling new media marketing strategies for rural enterprises to promote the upgrade of their brand image and improve the market competitiveness of agricultural product sales.

Rebranding and SWOT Analysis of Geographical Indication Agricultural Products in Jilin Province under Digital Transformation

Abstract This paper uses the DEA model and the Malmquist index model to look at how well building a geographical indication brand for an agricultural product works in prefecture-level cities in Jilin Province. It also looks at how the performance of building a geographical indication brand for an agricultural product changes over time in prefecture-level cities in Jilin Province. Then, a brand competitiveness evaluation system was made up of regional elements, brand elements, industrial elements, and support elements. The level of development of agricultural product brand competitiveness in Jilin Province was looked at using fuzzy comprehensive evaluation and hierarchical analysis. The results of the evaluation were used to find the factors that affect the improvement of its brand competitiveness, which helped to map out the next steps for reshaping agricultural product brands in Jilin Province. The comprehensive evaluation of the brand competitiveness of agricultural products in Jilin Province has a specific score of 81.4, and the regional element, brand element, product element, and support element have specific scores of 82.01, 83.2, 81.66, and 80.7, respectively. This study provides references to promote the development of agricultural products’ geographical indications and to enhance the competitiveness of the corresponding brands, and it enriches and improves theoretical research on the competitiveness of the brands of agricultural products’ geographical indications.

Optimization Strategies for Rice-based Regional Agricultural Product Brands in Jilin Province

Optimization Strategies for Rice-based Regional Agricultural Product Brands in Jilin Province

Exploration of Strategies for Improving Brand Competitiveness of Agricultural Products in the Context of Digitization

Abstract Brand competitiveness of agricultural products has become an important source of agricultural production development. This paper proposes the source and generation mechanism of brand competitiveness through the analysis of brand equity differences, combined with enterprise and consumer levels. Based on the composition of brand competitiveness, brand cognition, quality perception, association and loyalty are selected as the influencing dimensions, and the initial hypothesis of competitiveness is initially constituted by applying relevant factors. Structural equation modeling was used to complete the measurement of the research data so that the model was revised, empirical research was conducted, and strategies for competitiveness enhancement were proposed through the discussion of the influence path coefficients. Brand awareness and brand quality perception have a direct positive effect on the competitiveness of regional brands of agricultural products, and the direct influence path coefficients of brand competitiveness are 0.294 and 0.195, respectively. The path coefficients of the influence of the regional natural environment on brand awareness reach 1.169, with an S.E. value of 0.725 and a C.R. value of 11.063, which are significant. The exploration of digitization shows a clear path for improving the competitiveness of agricultural product brands.

FEATURES OF BRAND STRATEGY DEVELOPMENT FOR AGRICULTURAL ENTERPRISES

The article examines the specifics of the development and stages of a brand strategy for agricultural enterprises, the essence and meaning of the concept of “brand strategy” from conceptual point of view, highlights the main development vectors and trends of foreign experience and Ukraine. The purpose of the article is to determine the content and main stages of formation of a brand strategy for agricultural enterprises, structuring elements and its tendency to change in agrarian enterprises. The influence of modern agricultural innovations on the marketing of the brand of agricultural products is analyzed. It has been proven that the development of a brand strategy for agricultural enterprises depends on many factors, namely on a quick response to price fluctuations, the organization of optimal logistics channels for the sale of agricultural products, on a quick response to changes in the main market trends. Modern approaches to the process of developing marketing strategies of agricultural enterprises and methods of marketing strategic analysis are considered. The peculiarities of agribusiness in Ukraine are: lack of long-term vision, market awareness, brand awareness is relatively weak. Brand in the field of production and business areas and not enough attention. In particular, farmers scattered business, a low degree of organization even if the registration of the trademark brand, but also unable to carry out publicity and the corresponding market development, resulting in increased awareness of trademark awareness, can not play the role of the brand. The core of agricultural product brand building is brand quality construction. The implementation of agricultural standardization is the guarantee of agricultural brand. However, compared with foreign developed countries, Ukraine agricultural standardization level is low, the implementation of agricultural standards lag. Many places only focus on standard-setting, and not pay attention to the implementation of standards, production, processing and other links are still conventional production. This caused the quality of agricultural products at different levels, seriously hampered the cultivation and development of well-known agricultural products brand. The main steps of building a brand strategy include defining the target audience, creating a unique offer in the market, a compelling message and an attractive visual identity. When building brand strategies of agricultural enterprises, the principles of uniqueness of product offers and expressive naming should be followed. Conclusions are drawn on the main regarding the effective development and use of brand strategy for agricultural enterprises and product.

Profit Coordination and Optimization of Agricultural Product Brand Promotion Lead by Farmer Cooperative Organizations

In the e-commerce supply chain of agricultural products, there are three parties: farmer cooperative organizations, e-commerce platforms, and consumers. This study aims to investigate how to coordinate farmer cooperative organizations and e-commerce platforms to maximize the overall profits of the supply chains of agricultural products. Based on the Stackelberg game theory, this paper constructs a two-level supply chain decision-making model led by farmers’ cooperatives and followed by e-commerce platforms. It discusses two supply chain decision-making models (decentralized and centralized) with decision variables (selling price and promotion effort). The results show that the overall profit of the supply chain under centralized decision making is higher than the overall profit under decentralized decision making. In order to achieve the coordination of agricultural product sales price and brand promotion efforts and achieve win-win cooperation, this paper puts forward two coordination schemes: (1) coordinating revenue sharing, cost sharing, and wholesale price discounts and (2) coordinating the wholesale price. These two contract coordination schemes are verified by example analysis. Finally, the following strategies are recommended, including strengthening the investment in brand promotion and contract management.

Research on the Construction of Agricultural Product Brand Leadership Based on Consumers' Education Level

Globalization has necessitated Higher Education Institutions (HEIs) to change the notion of education and leadership policies in the domain of agriculture. The accelerated demand for high quality, large quantity and wide variety of agricultural products, has in turn stimulated the development of global leaders in the agricultural sector by opening the doors for branding the commodities and also for provisioning agricultural education. The distributed educational leadership of China has raised the consumer's educational level, leadership skills, branding of products and patenting innovative products and processes. This work investigates the impact of distributed education leadership among agricultural institutions on the productivity, innovations and education level of consumers in China with the help of data mining and statistical approaches. The empirical analysis is done using Ordinary least squares and Linear Regression to learn whether the variables considered are showing an inclined or declined trend in promoting distributed educational leadership. This research will be immensely helpful for entrepreneurs, educationalists and agriculturalists to delegate the responsibility to provincial structures and HEIs which will be beneficial to all the stakeholders of agriculture.

When regional traditional culture meets agricultural product brand packaging design

To create characteristic agricultural products, it is necessary to creatively integrate the brand packaging of agricultural products with regional traditional culture and aesthetics. At present, the packaging design of agricultural products falls into a rut of homogeneity, which is not conducive to the brand and value building of agricultural products. Explore regional traditional cultural features, integrate them into the packaging design of agricultural products, on the one hand to show the unique traditional regional culture and historical deposits, on the other hand to improve consumers' recognition of agricultural products and purchase desire. Packaging of agricultural products should not only highlight its regional characteristics, but also integrate modern green design concept, so as to improve the overall quality of agricultural products and create its unique brand image.

Products brand marketing strategy based on environmental friendliness agricultural innovation: China-Ukraine’s case

This research focuses on the influence of modern agricultural innovation on brand strategy, analysing the trends and characteristics of modern agricultural innovation in Ukraine and China, describe differences between countries. The situation in agriculture show – the same background of enterprises can have different results with profit or loss. Therefore, important to establish a commitment of customers to build an agricultural products brand marketing strategy and, as result, increase the profitability of the enterprise. Analyses the development trend of modern agricultural innovation, the characteristics of modern agricultural innovation, and the status of agricultural product brand marketing using literary analysis and case analysis methods, explains the impact of modern agricultural innovation on agricultural product brand marketing, and proposes agricultural product brand marketing strategies for building a good reputation for the brand. A model of the dependence of the purchase intention of consumers of agricultural products on the environmental friendliness of the brand is proposed, which is based on the analysis of the direct effect of public awareness of the environmental friendliness of the brand on the intention of consumers to purchase the products of an agricultural enterprise and the mediating effect of trust in the brand on the intention of the consumer to purchase the products of an agricultural enterprise.

Construction and practice of a new model of agricultural product brand promotion based on short video in the perspective of educational development

Construction and practice of a new model of agricultural product brand promotion based on short video in the perspective of educational development

Thinking and Practice of Agricultural Product Brand Culture Construction under Rural Revitalization

Thinking and Practice of Agricultural Product Brand Culture Construction under Rural Revitalization

Impact of Consumer's Education Level and Agricultural-Product Brand Leadership on Student's Decision Making

Consumer education level plays a significant role in the formation of brand image and its evaluation degree, which directly affects a brand's development. Decision-making also plays a significant role in the life of students to deal with uncertainty and complexity while choosing among competing brands. This novel study aims to evaluate the influence that a consumer's education level and perceived agricultural-product brand leadership has on students' decision-making. In addition, the moderating role of agricultural product brand loyalty and the mediating role of agriculture marketing were investigated within the framework of the suggested model. A questionnaire in the form of a self-administered survey was given out to a total of 367 Chinese students in the department of agriculture who had recently purchased agricultural products. In this particular investigation, a partial least squares structural equation modeling analysis was carried out with the assistance of the SmartPLS v3.0 software. The findings demonstrated that consumers' education level and perceived brand leadership play a favorable role in the student's decision-making. Additionally, agricultural marketing also has beneficial effects on the student's decision-making process. In addition, agricultural marketing partially mediates the relationship between perceived agricultural-product brand leadership and students' decision-making, whereas agricultural brand loyalty positively moderates this relationship. By specifically focusing on the decision-making process of students, this study makes an effort to apply the idea of brand leadership to the context of an educational setting. In addition, mediating and moderating variables shed light on particular consumption patterns and preferences of students.

Formation and Diffusion Analysis of Agricultural Product Brand Communication Influence Based on Big Data Fuzzy K-Means Clustering in Convergent Media Era

In today’s society, with the support of information technology, the media is constantly developing in the direction of integration, which has a profound impact on all aspects of people’s social life. The brand of agricultural products is derived from the definition of brand, based on the differences of production areas, varieties and quality of characteristic agricultural products, and conveyed the information of characteristic agricultural products in the form of trademarks, certification marks, and product packaging. In order to solve the problems existing in the running process of brand promotion system of characteristic agricultural products, the concept of Internet of Things was introduced. The Internet of Things is a network that shows that objects and objects are connected with each other. Customers who use the Internet of Things can communicate and exchange information between any kind of goods. This paper focuses on the content of the improved K-means clustering model based on multibrand communication of agricultural products, expounds the analysis model and scope of agricultural product brand communication, applies the Internet of Things and related technologies to the brand promotion system of characteristic agricultural products, and simulates agricultural product brand communication by using big data fuzzy K-means clustering algorithm. Finally, the calculation of coincidence rate proves that the maximum distance between agricultural product brand communication influence and K-means clustering algorithm is consistent with the JC value of nodes, and the correct rate is as high as 90%. A communication mode that is more in line with the law of brand influence communication of agricultural products.

An Qualitative Research on Regional Brand Image and Its Effect on Purchase Intention

Purpose: The purpose of this paper is to examine the origin image of selected regional brands and its effect on consumer’s purchase intention. It also seeks to examine the importance of regional brand and finally, define consumer preference for selected agricultural product, offering marketing strategies and practices for promoting regional brands of agricultural product.
 Design/Methodology/Approach: Taking a semi-structured focus group interview to provide the researcher with the opportunity to gain further understanding of the participants’ experiences in purchasing regional agricultural products. The length of the interviews is approximately 1.5 hours for each of the three groups of five people. The fifteen selected interviewees familiar with regional brands as well as agricultural product. Among them are brand managers, marketing executives, industry experts, retailers and consumers. A content analysis was conducted after interviews completed and transcribed.
 Findings: The major findings of this research show that the dimension of origin image include region's economic, humanistic, industrial, typical enterprise and product itself. It also has a significant impact on consumers’ purchase intention, especially for the regional brand of agricultural product. Interestingly, if origin is clearly indicated on the label, the sales of the agricultural products would be greater, but it plays the moderate role rather than key factor.
 Practical/Managerial Implications: This research suggests that regional brand image is important in the eyes of a potential consumer in that it could to some extent induce the consumer to purchase the agricultural product. The results of the research provide insights into regional branding strategies to better manage and design marketing practices and activities to increase consumer preferences.
 Originality/Value: This paper is of value to academic researcher, agricultural product retailer, brand manager and regional brand associations alike as it synthesis the factors of country-of-origin effect in the consumer purchasing process and the impact of country-of-origin as a agriculture marketing strategy.

Promoting Competitiveness of Green Brand of Agricultural Products Based on Agricultural Industry Cluster

Agricultural industrial clusters are the basis for the formation of regional brands of agricultural products and also an effective way to enhance the regional brand value and competitiveness of agricultural products. Based on the agricultural industry cluster, carry out regional brand building of agricultural products, emphasizing that the production of agricultural products from raw material bases to product sales in specific administrative areas, and even the collaborative production services of relevant agricultural technology research and development institutions are connected to the local network, establishing a regional first-class agricultural product brand. The brand grows with the development of regional production bases. Therefore, this paper is aimed at exploring the research on the promotion of green brand competitiveness of agricultural products based on the theory of agricultural industrial clusters, analyzing the internal connection between agricultural product agglomeration effect and brand competitiveness, and exploring its advantages and disadvantages. Using this strategy, this paper will use the research method of specific analysis of specific problems, design an analysis model construction experiment based on the influencing factors of agricultural industrial clusters, and draw experimental conclusions through the analysis and comparison of experimental data. Through theoretical innovation and exploration, a model for the rapid development of green agricultural product brands can be found. The results show that the use of questionnaires to explore the differences in the planting characteristics of green agricultural products in industrial clusters can account for 35% of the brand competitiveness, promote the rapid development of the brand, and enhance the technological innovation ability by 19%. Therefore, combined with the characteristics of the current era, with the help of the national agricultural aid policy, fully absorb the transformation, actively innovate, and improve the level of agricultural cultivation. Analyze different application difficulties, explore development prospects, give full play to the competitiveness of agricultural products, realize high-yield green crops, use these theories as a guide to innovate and integrate, provide valuable experience clusters for the wide application of agricultural industrialization, and achieve sustainable regional economic structure and ecological environment.

Consumer preferences for agricultural product brands in an E‐commerce environment

AbstractBranding agricultural products are popular in the online market, but little is known about consumers' preferences for agricultural product brands in an E‐commerce environment. This study analyzed consumer preferences for three types of agricultural product brands and the interaction effect among them in an E‐commerce environment with a choice experiment. Our results show that regional brand shows remarkable complementary effects on grower brand and store brand, implying regional brand can enhance the value of other brands. Also, we found that there is a substitution effect between grower brand and store brand. Interestingly, we find that consumers prefer cheap or expensive fuji apples rather than middle‐price ones, implying significant consumption stratification in the Chinese online food market. This study also confirms the importance of the time window of delivery. This paper can provide critical information to optimize brand strategies of agricultural products in an E‐commerce environment. [EconLit citations: D12, Q11, Q13]

Role of Visual Communication in the Brand Marketing of Agricultural Products Qingzhou Dried Persimmon

With the continuous development of social economy and the gradual improvement of science technology, people's level of material consumption has also been greatly improved. Consumer demand for commodity is also gradually diversifying. In terms of agricultural products, the relational transformation between output and demand is also more obvious, and market influence is more obvious. When the output of agricultural products is greater than the demand, the market is characterized by quality competition that is oversupply. When the output of agricultural products is less than the demand, that is in short supply, and the market is characterized by demand competition. Therefore, improving the market competitiveness of agricultural products is the lifeline in the agricultural product marketing. So, the purpose of this paper is to explore the development direction of Qingzhou persimmon based on brand marketing theory, and take the design of visual communication as a starting point, analyze how to build a branded marketing road for agricultural products in the process of agricultural industrialization. Which have a positive effect on improving the growth of agricultural products and promoting the increase of agricultural products. This paper will analyze the intrinsic characteristics and the external environment and development status of agricultural products based on the perspective of visual communication, focus on the specific situation and problems of current agricultural product marketing, and propose positive countermeasures and some practical solutions. Using the specific analysis method of the specific problem, comparing the data to draw conclusions. The results of the study show that the profit margin of companies which use visual communication have is 12% higher than the traditional companies, while the cost of expenditure is only 7% more. The brand marketing of agricultural products has certain regularity and particularity, and there is hysteresis and blindness. Therefore, township enterprises and farmers should understand the characteristics and difficulties of agricultural product marketing, and enhance product strength, continuously summarize experience, and actively improve and complete relevant methods to jointly build positive development of agricultural product brands.

Development Trend of Agricultural Brand E-commerce Mode from the Perspective of New Media

With the deepening of reform and opening up, China’s economic construction level has been greatly improved, and the progress of social economy has enhanced consumers’ brand awareness to a certain extent. This paper mainly studies the development trend of agricultural product brand e-commerce model from the perspective of new media. This paper expounds the agricultural product brand design in new media environment elements and principles to follow, with new media, the characteristics, properties, methods, such as theoretical knowledge as the foundation, through the spread of new media commonly used methods for analysis, and combining the domestic and international excellent brand promotion, brand image design of agricultural products in the new media to make certain guidance and explored.

Application of Information System and Computer Internet Technology in Integration of Geographical Indication Agricultural Products

This article discusses the connotation and core value of geographical indications to protect agricultural product brands, analyses its brand marketing strategies, and proposes several supporting marketing strategies. At the same time, based on the big data Internet technology and research on the related technologies of the agricultural product brand e-commerce recommendation system, the paper proposes an explicit and implicit combination of agricultural product brand strategy recommendation hybrid collaborative filtering method. This method improves the traditional collaborative filtering method based on the subjective scores of customers. Based on subjective scores, it also combines the time of customers browsing website pages to find the user’s nearest neighbours. The research results found that the system can not only help users quickly recommend agricultural products that meet their needs in the massive information, but also provide more similar information for users to identify.