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Abstract
background: With the development of the market economy, the branding of the vegetable industry has become a trend. Objective: Through research, analysis, and summarization of the construction of the visual identity of the “Lu Liang Vegetables” regional public brand, this paper provides references and lessons for Lu Liang and related regional public brands in the construction of brand visual identity. Methods: This paper investigates the early development of “Lu Liang Vegetables”, compares the construction of regional public brands in China, the United States, Japan, and South Korea, and explores and summarizes the current industrial base and brand cultivation of “Lu Liang Vegetables”. Results: Four problems were found in the construction of the brand visual identity of “Lu Liang Vegetables”: insufficient participation of the production end, insufficient application and promotion, lack of standardization in the execution of the identification system, and the environmental design expressing the brand visual identity needs to be improved. Conclusion: In view of the current situation of the construction of the brand visual identity of “Lu Liang Vegetables”, three suggestions are put forward: improving the management system among participating subjects, strengthening the management of brand visual identity, and exploring the value co-creation model.
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