Research on the Mechanism for Enhancing the Value of Regional Public Brands of Agricultural Products under the Background of "Digital Intelligence Empowerment"

Abstract

Against the backdrop of the in-depth advancement of rural revitalization, "brand-driven agriculture," and the Digital China strategy, regional public brands of agricultural products have become an important tool for driving agricultural efficiency, increasing farmers' income, and upgrading rural industries. However, overall, most regional public brands still have significant shortcomings in brand awareness, consumer trust, pricing power, and multi-channel communication efficiency. The mechanism between the level of digital application and brand value enhancement also needs to be systematically analyzed. This paper, based on an analysis of the value composition of regional public brands of agricultural products, constructs an analytical framework from the dimensions of brand awareness, brand trust, brand loyalty, and brand premium. It focuses on exploring the empowerment paths of digital technologies such as big data, blockchain traceability, short videos and live-streaming e-commerce, and social media operations . Combining typical regional public brand practices, it analyzes the specific models and practical effects of digital empowerment, and then summarizes the brand value enhancement mechanism and proposes targeted strategic suggestions. Research indicates that digital technologies , by enhancing brand information reach and recognition, improving quality and safety visibility and trustworthiness, and strengthening interactive experiences and user engagement, can help create a virtuous cycle of "brand image-consumer recognition-market premium." The combination of government-led public brand digital platforms and professional market-based operations is currently a relatively effective model for digital empowerment . However, brand value enhancement remains constrained by factors such as weak grassroots digital infrastructure, inadequate collaborative mechanisms, and a shortage of professional talent. Based on this, this paper offers corresponding insights from the perspectives of local governments and brand operators, emphasizing the need to improve the supply of public digital platforms and systems, and optimize digital operational capabilities and content supply systems to better unleash the comprehensive value of regional public brands for agricultural products in the process of digital villages and rural revitalization.