I. Overall goal: to build the overall image of the regional public brand, constantly improve the quality, efficiency and competitiveness of the garlic industry, and now consolidate the hegemony of the garlic industry in Jinxiang.
Second, the path of war: first, brand building. Refine and excavate the cultural value, product core value, organisational mechanism value of garlic characteristic agriculture. The second is industrial upgrading. With the brand value concept of "consolidating the foundation", improve and enhance the construction of the weak brand price. The third is to improve the benefits. Adhere to the innovative marketing model of consumption to improve products.
Improve the added value of ancillary products through products and build a branded series of products. Third, value refining: First, Guangpin's hometown garlic and its products have won many honours at home and abroad, with a brand value of 21.818 billion yuan.
Second, cultural value. Jinxiang garlic cultivation has been passed down for thousands of years, and the agricultural spirit based on integrity and the agricultural concept of sustainable development have a long history. There is also the value of the mechanism. Focussing on the main industry of garlic, we will unite the consensus of the government, farmers and enterprises, cooperatives, large growers and other salary-based business organisations, promote the integration of one, two and three productions, and form a strong synergy led by the government and the joint participation of all parties, so as to realise the increase of agricultural efficiency and the increase of farmers' income.
IV. Brand image: Logo takes garlic plants as the creative design element, and uses curved garlic leaves to create Jinxiang garlic.
The world's garlic looks at the golden hometown
The outline of the ethereal garlic is outlined, and the golden texture symbolises the longitude of the earth, implying that Jinxiang garlic is famous in the world; the two green leaves shine golden under the sunlight, showing the unique "golden" meaning of the gold of Jinxiang. The shape symbolises a pair of hands with natural power, protecting the creatures on the earth. Garlic grows in the sunny, green natural ecological environment; the illusory and strong roots are rooted in the earth, sucking the nourishment of the mother of the earth; and the word "Xin" in the small red seal highlights the integrity culture inherited by Jinxiang. , highlighting the beauty of honesty and keeping the promise. The artistic image design, the ink painting-like geographical landscape of Dayeze in southwestern Shandong, shows the geographical characteristics of Jinxiang. The continuous drops of water ripples in the reflection present the beautiful scenery of the water township in the north of the river of Jinxiang, which is full of meaning; the trickling water implies the endless history of inheriting thousands of years, symbolising the original vitality of the Jinxiang garlic brand. The power is endless. The image design of the logo implies the mysterious ontology of creating all things, showing a rural picture of "golden and noble hometown beauty".