乡村振兴背景下湖南地理标志农产品品牌认知研究

Research on Brand Cognition of Geographical Indication Agricultural Products in Hunan under the Background of Rural Revitalization

摘要: 目前，消费者对湖南省国家地理标志农产品品牌认知度较低，不利于深入推进品牌强农、全面推进乡村产业振兴战略。本文通过调查分析消费者对湖南地理标志农产品品牌认知现状，提出提升品牌认知的策略，主要为：加大地理标志商标公益宣传力度，引导消费者正确辨识地理标志商标；提高生产加工的标准化程度，从技术上保证消费者品牌认知的一致性；规范农产品销售市场，实行农产品产地追溯制；设计符合产品价值且有特色的包装，强化视觉识别系统设计，提高品牌辨识度；加大品牌宣传推广力度，提高品牌认知度。

Abstract: At present, consumers have low brand awareness of Hunan National Geographic Indication agricul-tural products, which is not conducive to further promoting brand strengthening agriculture and comprehensively promoting the strategy of rural industry revitalization. Through investigation and analysis of consumers’ brand cognition of Hunan geographical indication agricultural products, this paper proposes strategies to improve brand cognition. Mainly for: Strengthen the public welfare publicity of geographical indication trademarks, and guide consumers to correctly identify geographical indication trademarks; improve the standardization of production and processing, and ensure the consistency of consumer brand cognition from the technical point of view; standardize the sales market of agricultural products and implement the traceability system of agricultural products’ origin; design packaging that conforms to product value and has characteristics, strengthen visual identity system design, and improve brand recognition; increase brand publicity and promotion efforts to improve brand awareness.