品牌设计提升农产品品牌竞争力研究——以烟台苹果为例

Research on Brand Design to Enhance the Brand Competitiveness of Agricultural Products—— The Empirical Study on Yantai Apple

随着经济的发展,目前我国农产品普遍已经有了品牌意识,品牌化取得了一定的进展,但是我国的农产品品牌同质化越来越严重,因此要想在在激烈的农产品市场竞争中脱颖而出,必须进行品牌设计,进行一系列的品牌设计将产品的特性和差异化传达给消费者,在品类众多的农产品中抓住消费者的眼球,这样才具有竞争优势。文章以烟台苹果为例来研究品牌设计提升农产品品牌竞争力。

With economic development, China＇ s agricultural products already have brand awareness in general , branding has made some progress,however, China＇ s agricultural product brand more serious homogenization,There- fore, in order to stand out in the fierce competition markets of agricultural products must be take the brand design, conveying the product characteristics and differentiation to consumers,Catching the consumer＇ s eye of many agri- cultural products, so it has a competitive advantage. This paper from the perspective of brand design to study how to improve the competitiveness of agricultural products brand. Based on Yantai Apple as an example to study the brand design promote the competitiveness of the agricultural products brand.