基于“新奇士”经验的柑橘区域品牌建设策略——以廉江红橙为例

摘要

以廉江红橙为例,借鉴“新奇士”的经验,确定了柑橘区域品牌定位和建设主体,并提出应尽快注册地理标志证明商标、推广使用地理标志产品专用标志以保护区域品牌.并利用品牌推广和延伸来提升品牌的效应.%With Lianjiang red oitrus for example and based on Sunkist's experience, the positioning and building bodies of citrus brand were determined, and it was proposed that we should register the geographic indications and popularize the geographic mark products so as to protect regional brand, extend and improve brand effect.