Research on the Brand Crisis of “Ruoqiang Jujube” Based on Brand Location Theory
Available Online January 2019.
- https://doi.org/10.2991/seiem-18.2019.106How to use a DOI?
- Ruoqiang Jujube; Regional Brand; Brand Crisis; Brand Location Theory
- Recently, China has vigorously advocated the construction of brand agriculture, promoting agriculture through brands and using strong brands. The development of agricultural product regional brands has boomed, regional characteristic agricultural products speak well about brand stories, enhance agricultural core competitiveness, accelerate the transformation and upgrading of agricultural industry. Ruoqiang Jujube are a business card that Ruoqiang County is proud of, the unique natural resources have created the superior jujube quality, which stands out among many jujube categories and is favored by consumers. When the development tends to mature and can't avoid the vicious competition of similar competitors, there have been many counterfeit crises in the jujube brand. Ruoqiang Jujube, the stakeholders of the public brand also acted to maintain the brand image. This paper is based on summarizing the general path of Ruoqiang Jujube brand remodeling, using the field research data and brand location theory to reveal the principle of counterfeit products defeating authentic products under the condition of lack of brand protection, and further explored the current situation of the Ruoqiang Jujube brand crisis.
- Open Access
- This is an open access article distributed under the CC BY-NC license.
Cite this article
TY - CONF AU - Hainan Cui PY - 2019/01 DA - 2019/01 TI - Research on the Brand Crisis of “Ruoqiang Jujube” Based on Brand Location Theory BT - 3rd International Seminar on Education Innovation and Economic Management (SEIEM 2018) PB - Atlantis Press SN - 2352-5398 UR - https://doi.org/10.2991/seiem-18.2019.106 DO - https://doi.org/10.2991/seiem-18.2019.106 ID - Cui2019/01 ER -