黄岛蓝莓区域公用品牌建设路径研究——基于CBBE模型的分析

Research on the construction path of Huangdao blueberry regional public brand——analysis based on CBBE model

农产品区域公用品牌建设对于乡村振兴和农业高质量发展具有重要意义。运用基于顾客的品牌资产(CBBE)模型分析黄岛蓝莓区域公用品牌建设,发现存在以下问题:品牌要素设计不完善,品牌知名度不高;品牌缺乏独特定位;品牌的消费者评价不高;品牌的消费者忠诚度不高。针对以上问题,提出黄岛蓝莓品牌建设对策:统一设计和推广品牌识别系统;挖掘品牌内涵,明确品牌定位;提升产品品质,树立品牌形象;塑造品牌文化,加强品牌关系。案例分析也为农产品区域公用品牌建设提供了政策启示,在品牌建设过程中应该充分考虑不同参与者的分工合作,明确责任主体。第一,应该加强顶层设计,用制度保障农产品区域公用品牌发展不断推进;第二,强势品牌建设应该是需求驱动的,不能脱离消费者;第三,强势品牌建设应遵循品牌发展规律,走递进式的发展路径,引进科研院所等参与主体进行科学的指导。

Regional public brand construction of agricultural products is of great significance for rural revitalization and high-quality development of agriculture.Using the customer-based brand equity(CBBE)model to analyze the public brand construction of Huangdao blueberry region,the following problems were found.The design of brand elements is not perfect,and the brand awareness is not high;the brand lacks a unique positioning;the consumer evaluation of the brand is not high;the consumer loyalty of the brand is not high.In response to the above issues,this article proposes strategies for building the Huangdao blueberry brand:designing and promoting a unified brand identification system;digging into brand connotations and clarifying brand positioning;improve product quality and establish brand image;shaping brand culture and strengthening brand relationships.This case study also provides policy inspiration for regional brand building of agricultural products.In the process of brand building,the division of labor and cooperation among different participants should be fully considered,and the responsible parties should be clearly defined.Firstly,we should strengthen top-level design and use systems to ensure the continuous promotion of regional public brand development for agricultural products.Secondly,the construction of a strong brand should be demand driven and cannot be separated from consumers.Thirdly,the construction of a strong brand should follow the laws of brand development,follow a progressive development path,and introduce participating entities such as research institutes for scientific guidance.