渝北区农产品区域公用品牌传播策划案.pdfVIP

Abstract

Theinternshipunitwheretheauthorworksisfocusedontheresearchandpractice

oftheSannongbrand,andprovidesregionalpublicbrandplanningservicesfor

agriculturalproductsforgovernmentsaroundtheworld.Duringtheinternship,the

authorcompletedthisPublicBrandCommunicationPlanningforAgriculturalProducts

inYubeiDistrict.

Thisplanconformstotheeratrendofagriculturalbrandingandthepolicy

guidanceofruralrevitalization,startingfromthemarketbackgroundofagricultural

productsinYubeiDistrictandthestatusquoofbranddevelopment,basedonthe

characteristicsofurbanagricultureinYubeiDistrictofChongqingCityanditsmulti-

resourcessuchaslocation,landscapeandculturalcontextTomeettheneedsof

consumersinChongqing,torefinethebrandvalueandbrandpersonalityofagricultural

productsinYubeiDistrict,toobtainthestrategicpositioningofthebrandChongqing

HuaguoMountain,andtofurthercondensethebrandnameHuaguYubeiasthe

YubeiDistrictNewimageofagriculturalproductsbrand.

Bysortingoutandrefiningthevalueofthebrand,avaluesupportsystemforthe

brandwasformed,whichfurthercondensedthebrandsloganAllthewaytothenorth,

flowersandfruitsnorthtonorth,andcreatedabrandthatnotonlyechoesthecore

valueofthebrand,butalsohashighrecognitionAvisualsymbolsystemfor

communication.Byconnectingwiththeactualneedsandlifestylesofconsumers,this

plancondensedthecommunicationthemeofGivingChongqingaWeekend,and

formedfivecommunicationstrategiesaroundyouthfulness,quality,scene,experience

andsocialization.Fromthecommunicationstrategytocarryoutbrandcommunication

planplanning.

Keywords:Yubei;regionalpublicbrand;urbanagriculture;integrationofthethree

industries

目录

1.绪