EVALUATING REGIONAL AGRICULTURAL PRODUCT BRANDS: EVIDENCE FROM MAOMING LITCHI REGIONAL BRAND
Keywords:
Regional agricultural brands, Brand value evaluation, Geographical indications, Agricultural branding, Maoming litchiAbstract
Regional agricultural brands are a special type of brand. Due to their unique geographical attributes,stringent quality standards, and high market recognition, they can generate greater brand premiums for the corresponding agricultural products compared to non-branded and drive local economic development. As a result, regional agricultural brand strategies have become an important tool for many countries (and regions) to promote rural development. This study analyzes the connotation of regional agricultural brand value, examines the components and influencing factors of brand value, constructs a model for evaluating agricultural product brand value, and applies the model using the Maoming litchi regional brand as a case study, aiming to advance thedevelopment of regional agricultural brands through evaluation-driven improvement.References
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