A brand is the most important intangible resource in any industry, and the agricultural industry is no different. Brand protection helps to consolidate market share in the middle of fierce competition. It is of vital importance to improve brand value. Any company that wishes to establish a strong brand has to prepare for large-scale investment, which includes market research, consumer cultivation, improving brand recognition, etc. Only long-term, gradual development of this entire process will yield a strong brand.
Brand management
After a brand is established, brand protection becomes the most important priority. The general audience does not recognize brands as well as people in the industry do. This is in part because large brands from China and abroad continuously flood the Chinese fruit market. Furthermore, some traders illegally use traditional brands to make a profit. This practice makes investment in brand recognition by the legitimate company worthless, and also hurts the brand image in the eyes of consumers because inferior products are now mixed in under the traditional brand.
Fruit
Traders who wish to efficiently protect their brand therefore invest in brand establishment and brand promotion. When the product characteristics fit the requirements of consumers, and at the same time consumers become aware of brand value through marketing, only then will the brand be firmly secured in the hearts and minds of consumers.