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Journal of Agriculture ›› 2022, Vol. 12 ›› Issue (12): 76-80.doi: 10.11923/j.issn.2095-4050.cjas2021-0142

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Brand Building of Agricultural Products in China: A Review

WANG Hongqin(), WANG Lijia, LIU Chen, JIANG Yanling()   

  1. Yantai Research Institute, China Agricultural University, Yantai 264670, Shandong, China
  • Received:2021-08-24 Revised:2021-10-25 Online:2022-12-20 Published:2023-01-05
  • Contact: JIANG Yanling E-mail:2314657714@qq.com;289261453@qq.com

Abstract:

The brand building of agricultural products is an important symbol of the construction of modern agriculture, which is conducive to promoting the transformation and upgrading of traditional agriculture to modern agriculture, and can provide a huge space for the development of regional agriculture and other industries. This study aims to fully discuss the research status of brand building of agricultural products in China by elaborating the role of branding of agricultural products and reviewing related studies. The study summarized the function of branding in improving the quality and competitiveness of Chinese agricultural products, promoting the industrialization development of agricultural products and boosting the revitalization of rural industries. It also discussed the brand building of ‘three products and one indication’ agricultural products (pollution-free agricultural products, green food, organic agricultural products and geographical indication of agricultural products), the brand building of characteristic agricultural products, and the regional public brand building of agricultural products; and explored the regional characteristics and existing problems of agricultural products’ brand building. Suggestions were put forward targeting the existing problems in order to provide reference for brand building of agricultural products, agricultural revitalization through quality and rural revitalization.

Key words: agricultural products, brand building, agricultural industry development, rural revitalization

CLC Number: