T/ZQX 001-2022 Guidelines for Building a Brand for Agricultural Products

Scope

Scope: This standard specifies the terms and definitions of brands, branded agricultural products, and brand building; brand positioning and planning; enhancing brand core competence; brand marketing and communication; and brand protection, providing guidance for brand management. This standard applies to the branding of agricultural products for agricultural business entities. Main technical content: Based on the four characteristics of branded agriculture—ecological, standardized, industrialized, and capitalized—and guided by the Customer-Based Brand Equity (CBBE) theory, this standard summarizes the general laws of brand development and formulates corresponding guidelines. The standard primarily includes five technical guidance items: 1. Agricultural product brand positioning and planning: Determining the market positioning and competitive advantages of agricultural product brands, setting strategic goals, establishing a brand strategy framework, and implementing the brand strategy. 2. Enhancing brand core competence: Providing guidance on improving agricultural product quality, developing core agricultural technologies, enriching agricultural product brand culture, and strengthening brand core competence. 3. Brand marketing and communication: Guiding group members in defining brand identity, targeting brand communication audiences, developing brand communication content, and selecting brand communication channels. 4. Brand protection: Ensuring that brand identity, usage, and disposal are controlled. 5. Brand management: Improving brand management through establishing a brand management organization, defining its functions, and establishing a brand monitoring and evaluation mechanism.

Development Information

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