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《Journal of Zhejiang Forestry College》 2007-02
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Developing brand images for agricultural products

YANG Wen-jian(School of Arts Design,Zhejiang Forestry College,Lin'an 311300,Zhejiang,China)  
Agricultural products are specialty goods that are characterized by high popularity as well as a by having a close relationship to traditional culture and the daily life of farmers.This paper discusses the importance of developing brand images for agricultural products.To solve prevalent problems,such as out of date brands,poor brand image design,and a lack of concern about brand development,plus to facilitate marketing of agricultural products,brand images should be created bearing in mind long term effects.Traditional cultural associations linked to the agricultural products should be used for an integrated image design,and promotion and dissemination of the products should incorporate the joint efforts of enterprise,large-scale farms,and farm householders.[Ch,10 ref.]
【Fund】: 浙江省科学技术重大攻关项目(2005C120347);; 浙江林学院科学研究发展基金资助项目(2004FK14)
【CateGory Index】: F323.5
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