Research on the Development Path of Brand IPlization of Rice GI Agricultural Products in Jilin Province

DOI

10.2991/978-94-6463-030-5_73How to use a DOI?

Keywords

Rice-based GI Brand; High-value IP Screening Model; Brand IPlization

Abstract

Since 2016, the cultural industry has seen the rise of IP. IP is understood as Internet celebrity, content marketing and other modes. The main reason is that in the Internet era, brand IP can help it highlight its individuality, impress the audience, have the characteristics of community, and more effectively achieve communication and customer maintenance. Although geographical indication agricultural products brands have certain popularity, consumers do not have a deep understanding of them, and their loyalty is not high. Whether this IP mode can be applied to geographical indication agricultural products brands to achieve effective brand communication and better retain customers is worth further study. The geographical indication of agricultural products itself contains rich cultural connotation, how to effectively excavate its cultural value, enhance brand awareness and loyalty is the key. Based on the high-value IP screening model, the Delphi method is used to analyze whether the geographical brand of rice in Jilin Province has the potential for IPlization, and the feasibility of brand IPlization for “Shulan Rice” is analyzed by combining four dimensions: content value, personalization, influence, and subculture. According to the analysis results, it is clear that the brand IPlization of rice-based geographical indication (GI) should meet the following requirements: clarify the brand’s advantages and accurate positioning, tap the regional cultural connotation and plan the IP image, integrate the IP communication channels of GI brands to enhance brand recognition, and give full play to the derivative potential of GI brands to expand the business scope.

Copyright

© 2023 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Chunying Wang
PY  - 2022
DA  - 2022/12/20
TI  - Research on the Development Path of Brand IPlization of Rice GI Agricultural Products in Jilin Province
BT  - Proceedings of the 2022 International Conference on Bigdata Blockchain and Economy Management (ICBBEM 2022)
PB  - Atlantis Press
SP  - 731
EP  - 738
SN  - 2589-4919
UR  - https://doi.org/10.2991/978-94-6463-030-5_73
DO  - 10.2991/978-94-6463-030-5_73
ID  - Wang2022
ER  -