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.
Huangdao blueberryregional public brandcustomer-based brand equity model
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