立足地理标志产品 创建区域公用品牌

Building Regional Public Brands Based on the Characteristics of Geographical Indication Products

根据近20年的理论研究及实践探索,归纳总结出中国地理标志产品及商标拥有十大基本特征、四大核心特征,具有突出的品牌化基因。基于上述结论,本文认为应当抓住其区域性带来的关联特征,创建或重塑富有地域特色的单一品类区域公用品牌;抓住其先天的独特性,创造具有独特差异化、专属性强的个性化品牌;针对其文脉依赖性,打造文化特色显著的文脉品牌;利用其命名地缘性与政府背书性特征,建立区域联合品牌,以多种路径,创建具有独特竞争力的区域公用品牌,推动地理标志产品及商标的高质量发展。

According to the theoretical research and practical exploration over past two decades,this essay proposes that Chinese geographical indication products and trademarks have ten basic characteristics,four core characteristics and outstanding branding genes.Based on the above conclusions,it is necessary to seize on the associated characteristics brought by its regionality and build or remould a single category regional public brand with rich local characteristics;to grasp its inherent uniqueness and create an individualized brand with unique differentiation and strong speciality;to establish a contextual brand with distinct cultural features,according to its dependence on value-in-context;and to build a regional joint brand by utilizing the geographical feature of its naming and the government endorsement characteristics.By creating regional public brands with unique competitiveness through multiple channels,the high-quality development of geographical indication products and trademarks will be promoted.