Formation and Dissemination of Whole Field Brand Images of Local Agricultural Feature Products——Taking Selenium-rich Industry in Yichun as an Example
Under the background of rural industrial revitalization,the dissemination of local characteristic agricul-tural product brands is increasingly receiving high attention from various regions.The integration and reshaping of local agricultural feature product brands includes five aspects:product image,corporate image,user image,re-gional cultural image,and the international communication image.Based on the AIVSA model,a comprehensive brand communication strategy for agricultural feature products has been formed.And the brand needs to accurately identify the ties between the brand and consumers to attract attention;to strengthen effective communication be-tween brands and consumers,thus to generate interest and interaction;to spread the core concept of the brand deeply to reach the value recognition from customers;to promote two-way interaction between consumers and the brand,who sharing information and resonate with each other,so as to improve the brand loyalty;to push consumer behavior and value co-creation by hot-sale products,while spreading the brand's international image as needed.
local agricultural feature productsfive force brand image modelwhole field brand images
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