Nowadays, the promotion of agricultural branding is moving from "high importance" to "practice landing".
Our country agricultural product regional brand value is increasingly prominent, such as shandong vegetable brand (jinxiang garlic, shouguang vegetable), xinjiang melon brand (turpan grape, melon), the northeast rice brand file (rice), fujian, zhejiang tea series brand (anxi tieguanyin tea), and other influential regional brand significantly positive effect on the local agricultural development.
In the process of agricultural products brand building, "a label with the doctrine of" accepted by more and more customers and recognition, also in order to promote the quality and safety of agricultural products, promote agricultural quality efficiency and play an important role in increasing farmers' income.
"Three products" in the "three products" refers to "products with no public nuisance products, green food, organic produce" and "one standard" means "agricultural product geographic products".
The characteristics of agricultural products' geographical indication products are the unique brand genes of agricultural products brand construction, especially the regional public brands of agricultural products.
Products and their industries with unique and exclusive geographical features can create higher brand value of agricultural products
Today, let's take a look at some of the characteristics of the agricultural product geography logo and how to use these features to create a distinctive regional public brand of agricultural products.
The Product of geographical indication, namely GI products.
Geographical indication is a sign that the source of a specific product, it can be a country name, and will not cause the name of the administrative area and the area of expression, the combination of geographic name and commodity name, such as "korla fragrant pear", "fuling pickle" and so on.
Geographical indications indicate the source of goods or services of real (that is, the location of origin), indicate the goods or services has a unique quality, reputation or other characteristic, indicate the quality or characteristics essentially attributable to its special geographic sources.
The top 10 features of the product
In our country, currently has three kinds of geographical indications product certification and protection management system: the state administration for industry and commerce certification and management to protect Chinese geographical indications of GI, general administration of quality testing, inspection and quarantine certification and management protection of China PGI, usda certification and management of geographical indication protection of geographical indications of agricultural products AGI.
These three kinds of geographical indication (PGIGIAGI), from product certification, the relevant provisions of the protection and use, legal basis, although different certification bodies, certification related regulations and the system has certain differences, effective age is different, but in the system of geographical indication products, the requirements of the relevant technology, management measures, markers, etc., there is still the basic similar characteristics.
1.
Production area
Regardless of PGI, GI, and AGI, the regional category of product production is limited.
Therefore, the products that can obtain the three kinds of geographical indications products must be produced in a certain area.
Different areas will have different kinds of soil, species, crafts, humanities and so on.
2.
Product uniqueness
Regardless of PGI, GI and AGI, the products are required to feature local regional characteristics and cultural factors.
Therefore, the products that can obtain the three kinds of geographical indications products must be featured with local regional characteristics.
This feature can be unique in variety, quality flavor difference, raw material characteristics, special technology, special cultural factors, etc.
3.
Quality difference
Due to the production of regional and product uniqueness, nature brings the quality difference of the product.
The so-called "tangerine huainan is orange, born in huaibei" is the meaning of this.
Even in the same family of products, due to different geographical conditions and cultural factors, the characteristics of differentiation are formed.
4.
Breed scarcity
Due to the differences of geographical conditions, natural soil, biological products and germplasm resources brought by the regional production, different varieties have been produced in some areas.
Like is also a sheep, Tibet lamb salt pond in ningxia, Inner Mongolia and the mutton sheep, shaanxi transverse goats, haimen goats, mengshan native goat, Liang Shanqing goats, altay big tail sheep no different, in other areas such as native germplasm resources and rare species.
5.
Technological inheritance
The product certification of geographical indications limited the regional category of production, and its social evolution and technological development reflected different characteristics in different regional categories.
Generally speaking, geographical marking products have the different techniques and techniques developed by the pioneers in the region, and are passed down through mentoring, family biography, etc.
For example, the ten techniques of "shaking, taking, folding, controlling, shaking, holding, pushing, holding, pressing, pressing and pressing" of longjing tea are the ten techniques of inheritance and summary of history.
6.
Long-standing sex
An area with an area of cultural traits, any geographical indication products, mostly with long-term ZhongYangShi history, and in the process of ZhongYangShi historical development, has become a special production of cultural context.
For example, ya 'an in sichuan province, during the western han dynasty, there were written records of wu rizhen's tea in mengding mountain.
Since the western han dynasty, the mountain of Mongolian tea has a long history.
7.
nomenclature
(except GI regulation: can be the name of the geographical indications marked area, and may also be able to mark a goods come from the region's other visibility), PGI, AGI, two kinds of geographical indication products of authentication, the product name are geographical names by agricultural production, agricultural products category of generic names both together.
Such as fuzhou jasmine flower, yunyang red orange and so on, the first two words are geographical area name, the second two words are product category generic name.
Therefore, its name has direct geographical dependence and geographical association.
Seeing the name of the product can be associated with geographical features, easy to remember, easy to generate brand association.
8.
commonality
Geographical indication products production, as long as it is in a limited amount of area production, its products meet the requirements of the geographical indication product certification, certification management power protection institution, society or other organization) approved enterprises or farmers, individuals, are able to obtain authorization, with production of rights and interests.
Therefore, the production area of the geographical marker products is larger than that of the regional public brands.
And the production authorization of the product is the basic category of the regional public brand construction of agricultural products.
The use of commonality will bring difficulties for the protection of geographical indications. Similarly, from the perspective of regional public brands, avoiding "public disaster" is an important management principle in brand protection.
9.
Separation of powers
The trademark office of the administration of the definition of geographical indication marks is: by of a commodity or service organization capable of supervision and control, and by units or individuals to use outside of the organization in its goods or services.
This means that the geographical indications shall prove the separation of trademark ownership and right to use of trademarks.
Although PGI, AGI not specified geographical indication product protection regulation and the use of two rights separation, but because of its public use, there is still regulators, geographical indication protection of geographical indication products (enterprise, cooperatives, farmers, etc.) between the separation phenomenon.
The geographical indications are that the trademark registration and the right of supervision and the use of geographical indications are separated, and there are natural hidden dangers in the emergence of a "public land disaster".
10.
Special feature
The products of PGI, GI and AGI are required to have the quality and characteristics of the products mainly depend on the unique natural ecological environment and cultural and historical factors.
Therefore, geographical marking products have special attributes of product quality characteristics.
Special attributes, which are unique and rare, have unique selling points (USP).
How to make use of the characteristics of geographical mark products to build a regional characteristic agricultural brand
1. Choose to create regional public brands of featured agricultural products
The products of geographical indications have regional common characteristics in product production, quality supervision, industry scale, trademark use, cultural background and producer.
A series of regional common features can be used to create a single product category, a whole category of agricultural products regional public brands.
The regional public brand is different from that of ordinary brand names such as enterprise brand, cooperative brand and peasant household brand.
It has special ability to integrate regional resources and regional power.
If based on geographical indication products for industry, create a regional public brand, and form with the enterprise brand, brands, farmers cooperatives and other mother brand cooperative relationship, create brand of the region and the enterprise (cooperatives and farmers) interactive mode, can maximum limit the formation of region, industry, enterprise and peasant household of the nation, creating regional brand new ecology.
2. Create a personalized brand with differentiated and specialized properties
It can be used to create the unique brand competitiveness of agricultural products brand based on variety characteristics.
China has a vast territory, vast territory, abundant resources of special varieties, and the difference of quality of products brought by natural soil and production technology can form the brand characteristics of quality differentiation.
The cultural characteristics and individual value of the brand of agricultural products are inherited and deductively.
Using the characteristics of the characteristics of geographical indications, we will build a regional agricultural product brand that is highly specialized and cannot be duplicated.
3. Establish regional brand relationship with regional image interaction and support
Named geopolitical sex specificity, characteristics, not only embodies the geopolitical dependent of geographical indication products, geopolitical associative, geographical specificity, more use a regional name and its popularity, raise public awareness of a brand of agricultural products, lenovo, memory degrees.
In the process of brand creation and management, can also with the aid of regional image and regional characteristics, forming rich and uniqueness of the brand image and brand personality traits, and establish a regional brand image and regional public brand agricultural products are endorsed and mutual support the specificity, uniqueness of brand relationship.
4. Strengthen the quality control of brands and avoid the emergence of "public disaster"
China's current geography marks the production of the main body, many thousands of households.
The enterprises and cooperatives are relatively small and dispersed.
The regional public brand of agricultural products built on the basis of geographical indications is faced with the contradiction between the difficulty of production standardization, the separation of trademark ownership and right to use rights.
In this state of contradiction, if the regulation is weak and the collective consciousness of the production subject is not strong, it will lead to the "public disaster" of the overall benefit of individual interests.
Use of trademark public, the trademark ownership and use right two rights separation and the particularity of maintain a high level of vigilance, strengthen the brand of quality control, strengthen the production main body consciousness and behavior of public interests, can avoid the emergence of the "public disaster", formed many good collaborative relationship.
