Misconception 1: think that a brand is a famous brand, and blindly invest a large amount of promotion expenses, the gain outweighs the loss.

Danone, Nestle, Procter & Gamble, Unilever and coke. The marketization process in China is, to a certain extent, the entry history of foreign brands. These brands have a long history of development and profound asset accumulation. After entering China, they often adopt the strategic route of large-scale promotion and market cultivation. Based on such a route, they often regard advertising as the pioneer of the market, and they are not satisfied with it.

It is precisely under the influence of these models that many Chinese brand purchasers and builders regard popularity as the core of their brands. Regardless of their own conditions, they do not systematically plan brand strategies and think that to become a brand, they must invest a large amount of money in advertising to achieve popularity. As a result, after consuming a large amount of assets, many brand entities with weak foundation found that the market did not have the expected capacity and could not continue. They came and went in a hurry, leaving only a lot of regrets.

In the face of such regret, in a strict sense, it can not be said that popularity is not the proper meaning of brand operation, but that popularity is only one aspect of the brand, not the core.

Agricultural product brand construction is the sum of consumer, trademark, name, packaging, price, history, reputation, symbol, advertising style and other elements. Compared with famous brands, brand construction has deeper connotation and value. Famous brands can be formed by constant Hawking; However, brand construction is a collection of work such as overall strategic planning, visual image design, determination of core concepts, application of brand symbols, brand scene design, and advertising tone.

That is to say, popularity is a result of the operation after the brand is built, not all. For some brands that need to rely on popularity to achieve market value support after careful planning, it is important to strive to become famous brands; However, for some brands that are small and beautiful in terms of consumer positioning, publicity does not have much significance. Therefore, it is neither reasonable nor in line with the correct market logic to say that a brand is a famous brand.

As long as it is based on the needs and cognition of consumers, has strict internal components, and can realize the market value of its own planning, that is, brand, rather than just taking popularity as the standard, this is a correct concept.

To make big money from the differentiation of agricultural products, we should get out of the "five misunderstandings" and realize the "1 + 5" mode

Myth 2: the brand is the packaging, which is a little wireless, a little faceless, and cannot be sustainable.

The essence of building a brand is to realize the market value. Based on this understanding, another part of the agricultural product brand building main body recognizes that the key to realize the market value is packaging. Therefore, it is natural that building a brand is to design packaging.

As a link between consumers and the main body of brand building, packaging has countless connections with brands, product values and even advertising styles. However, packaging is not a brand, product and advertisement, but just a window.

Brand building is a systematic project, and its internal packaging is far greater than that of packaging; Packaging is the exterior of products, but standardization and technicalization are far from being touched by packaging; The tonal style formed by packaging will provide a model for advertising, but the elements involved in the advertising system are far greater than that of packaging.

Therefore, in essence, packaging is just a point, brand building is a line, and rising to operation is the integration of various elements and resources. If packaging is regarded as a brand, there will be a market phenomenon of lack of standards, packaging for packaging, which is not suitable for use, and the value conversion rate will be greatly reduced.

Therefore, pay attention to packaging, but take brand value as the basis of packaging design, which is the right way to maximize brand value.

To make big money from the differentiation of agricultural products, we should get out of the "five misunderstandings" and realize the "1 + 5" mode

Myth 3: agricultural brand construction does not need culture. It is difficult to improve the added value of products.

Personalized culture is the core component of brand building, but many agricultural product brand building subjects believe that agricultural products are native and real, and there is no need to talk about culture.

This is a serious misunderstanding in the construction of agricultural product brands at present, which leads to one side of the agricultural product market, which is either red or green, and the price is low. In this regard, some people believe that agricultural products are basic products, and the degree of deep processing is not high, the homogeneity is serious, and the value is low.

In fact, this is not the case. In Japan, Taiwan and other regions, great efforts have been made to promote cultural agriculture and creative agriculture. Traditional agricultural products such as rice and potatoes have been effectively embedded in culture. Take the imported Yueguang rice as an example, the price of a kilogram of rice is as high as more than 90 yuan, which has become an extremely expensive rice. In addition to quality, the more important thing is cultural intervention.

As a strong country of traditional agricultural civilization, the essence of agricultural culture is a part of agriculture. Only culture can distinguish agricultural brands and fully display the brand value of products. Especially with the promotion of modern agriculture, cultural elements will play a more important role in the development of agricultural brands.

Therefore, to say that culture is not important in the construction of agricultural brand is a short-sighted or not fully aware of the construction of agricultural brand.

One olive oil, oliveigne endows European culture, and Bettis endows Spanish royal culture. Different cultures produce different values and connect different consumption.

Therefore, it is necessary to fully explore the regional and human culture of agricultural products and endorse the brand value of agricultural products.

To make big money from the differentiation of agricultural products, we should get out of the "five misunderstandings" and realize the "1 + 5" mode

Myth 4: if there is a good base for agricultural product brands, there will be a good future, resulting in serious heavy assets.

As a traditional industry, agriculture base is the foundation of brand building. Without a good base, the product will lose its foundation, and the brand will become a castle in the air and a mirage.

However, it is also sensational to directly attribute the success or failure of the brand to whether the base is tall or not, which is a major misunderstanding of the current agricultural product brand construction.

Modern animal husbandry now has the most standardized breeding pasture in China, but its brand value is still lower than that of Yili and other enterprises. The reason is that the success of a brand is the success of a system. The base is the foundation, not the whole.

At present, the construction period of agricultural product base is long, and it takes up a lot of funds. There are quite a few agricultural entity organizations. Because they attach too much importance to the base and neglect the construction of the back-end market, the brand construction appears lame.

Therefore, for the construction of agricultural product brands, base construction is of course important, and marketing is equally important. Only by going hand in hand can the whole agricultural product brand develop circularly.

Therefore, we must change the misunderstanding of "base is king" and establish the comprehensive base concept of "good base + good market = good brand", so as to win the future for the development of agricultural product brands!

To make big money from the differentiation of agricultural products, we should get out of the "five misunderstandings" and realize the "1 + 5" mode

Myth 5: more products can make more money, which leads to a long product line but low market efficiency.

Compared with building a base and endowing culture, products can produce more direct benefits. Therefore, many agricultural organizations believe that in order to realize the market value of agricultural products, it is necessary to continuously develop multi-level products.

An outstanding phenomenon is that many agricultural enterprise product showrooms are full of exquisite, and new products are produced every year, including rough and fine processed products.

Although there are many products, none of them is a market star, and none of them can really shoulder the responsibility of making profits for the enterprise. On the other hand, for some enterprises with high market maturity, one product of Coca Cola has a history of 100 years, and the same product of Wang Laoji can sell tens of billions. A large number of products does not mean a high market share, nor does it mean a high profit. In recent years, with the rise of e-commerce, the word "pop money" has become a new word. Its meaning is to create a star and drive an overall breakthrough by using less for more.

The blind extension of the brand product line of agricultural products will inevitably lead to cost risk. Long product line and high supporting cost. The second is the sales risk. The market changes rapidly, and many products will become products in the warehouse in the process of change, and will not be seen.

To make big money from the differentiation of agricultural products, we should get out of the "five misunderstandings" and realize the "1 + 5" mode

To make big money from the differentiation of agricultural products, we should get out of the "five misunderstandings" and realize the "1 + 5" mode

"1 + 5" model of agricultural product brand construction

To make big money from the differentiation of agricultural products, we should get out of the "five misunderstandings" and realize the "1 + 5" mode

So, how can we effectively avoid these misunderstandings?

The solution is to build the agricultural product brand according to the 1 + 5 model system.

"1" is consumer centric. Consumers are the source and ultimate goal of brand building.

In an era of oversupply, whether the target customer group is accurate or not is directly related to the success or failure of the brand. The cognition of target customers should not only stay in their age and income range, but also define their identity and emotions. Not only to know "who are they?", More clearly, "what kind of people are they?" So that agricultural products can truly find valuable consumer groups and opinion leaders, so that they can not only become the consumers of "brand agricultural products", but also become the communicators of "brand agricultural products" value, and promote the sustainable circulation operation of the brand.

From the perspective of practice, the accuracy of consumers directly determines the construction direction and final market sales force of the remaining five elements.

"5", including brand positioning, brand product line, brand image, brand channel terminal and brand communication, is the main body of brand construction.

To make big money from the differentiation of agricultural products, we should get out of the "five misunderstandings" and realize the "1 + 5" mode

1、 Brand positioning is the core of the main body of brand construction, which systematically satisfies the target consumers from the value level. It contains six components: product content, brand personality culture, brand name, brand selling point, brand slogan and brand integrity.

Product attributes are the basic elements of a brand and the basis for establishing a relationship with consumers. For example, the product content of "day and night baifuning" produced by Squibb is "combination of tablets for treating cold and flu symptoms", which makes it clear that it is a medicine for treating cold and flu. It is a combination of tablets, not a single tablet.

The brand personality culture is to enable the brand to establish a unique value relationship with consumers and become an intimate "partner" in the life of consumers. Chivas whisky shows its brand personality of "a little fashionable and a little casual" with a sentence of "understanding", which has attracted numerous young white-collar workers to understand Chivas and even claimed to be "Chivas people".

Brand name is a window for consumers to identify brand personality culture. "Coca Cola" conveys a young and fashionable personality; "Fulinmen" is relatively warm and thick.

The selling point of the brand is the "reason to buy" for consumers. It is a good summary of brand resources and the most core, important and unique reason for purchase. Such as the 5S press of Luhua.

Brand slogan is the most important communication with consumers, and the maximum expression of brand personality culture and selling points. Just like Wang Laoji's "fear of getting angry, drink Wang Laoji", it is the most refined expression of brand value.

If the above is the basic framework of brand positioning, brand integrity is the reassurance for consumers. The organic certification and green food trademark often used in many agricultural products are essentially a kind of brand integrity endorsement.

2、 The brand product line is the material carrier of the brand positioning system. It is based on the cognitive level and actual life needs of consumers, so that the value can be realized.

At present, the agricultural product brands are quite random in the setting of product lines, and they are often set according to market competition. Based on the consumption reality of China's agricultural product market, the author believes that the agricultural product brands and product lines should follow the pyramid model.

At the highest end, image products must be set, which are the main carrier of value and may not be able to form a huge sales volume, but must be the quality image benchmark and communicate with the market;

The second is the main product, which has price and value, and the volume has profit, like the Taurus product in Boston matrix;

Thirdly, in view of the current rise of the Internet and group buying, corresponding products must be developed to meet personalized needs;

The market competition of agricultural products is increasingly fierce. In addition to the above products, there must be cannon fodder products to cope with the competition. Based on the needs of competition, they can fight with each other from price to profit, so as to effectively protect the normal sales of other products.

In essence, products are like soldiers, and a product line should be like a corps, which can advance and retreat, so that it can be guided by the positioning system, meet the multi-level needs of target consumers both internally and externally, and finally realize the value promotion of the brand.

To make big money from the differentiation of agricultural products, we should get out of the "five misunderstandings" and realize the "1 + 5" mode

3、 Brand image is the visualization of brand positioning and the aesthetic expression of value based on consumer aesthetics.

The biggest problem with the brand image of agricultural products is that the general pursuit of ecological, green, health, safety and other values leads to serious homogeneity. Therefore, only under the guidance of the brand positioning system can the differentiation rise. Mengniu milk's brand personality value is grassland. Therefore, both packaging and dissemination will be extended based on this value orientation, so that the value is different and the image is greatly different.

4、 The brand channel terminal is the place where the brand positioning value system is specifically displayed and the platform for communicating and trading with consumers.

In a market economy environment, if the product is compared to the Corps, the brand channel terminal is the position and the place for the final transaction with the market consumers.

For what level of consumer class, it is necessary to match the corresponding consumer terminal. At present, brand agricultural products need not be confined to traditional terminals such as supermarkets and farmers' markets, but should be customized. For high-end consumers, monopoly and conference are more suitable terminals; For the products of ordinary community residents, community stores and even intelligent vending machines are more ideal terminals.

In this process, it is a necessary measure to attract value investment based on its own brand positioning. Only by finding dealers and agents suitable for their own value system and carrying out terminal combination can the current situation of low added value of agricultural products be changed, and agricultural products can be sold because of the accuracy of consumers and the innovative combination of channels.

5、 Brand communication is to add wings to the brand positioning value system, generate sales momentum and form market benefits through continuous communication with consumers.

In my opinion, brand communication includes not only traditional TV advertising, but also terminal promotion and promotion. From the perspective of specific implementation, brand communication includes two parts: communication tools and communication actions.

Communication tools mainly refer to materials formed to increase communication efficiency. For example, posters, exhibition stands, brochures, folding pages, videos, etc. can make the value visible, create an atmosphere, and make the communication efficiency better.

The communication action is mainly based on the communication platform. The promotion of supermarkets and the speeches based on conferences are all communication actions. Generally speaking, the correct communication action can make the brand product value penetrate into the consumer's mind faster and promote market sales.

The agricultural product marketing planning company believes that the 1 + 5 model of brand construction constitutes a market circulation system of brand agricultural products. No matter agricultural products, leisure farms, crowdfunding and other forms of operation, we need to build a solid brand system to achieve sustainable operation.