Exploring the Branding Path of Characteristic Agricultural Products Festivals Based on the Perspective of Regional Cultural Symbols

-- Taking Shenyang “SHI Berry Plan” as an Example

Abstract

Under the trend of economic globalization and cultural diversification, the branding of regional characteristic agricultural products is the key to promote local economy, help rural revitalization and cultural heritage, and the branding of characteristic agricultural products festival influences the competitiveness of agricultural products and the influence of regional culture. This paper takes Shenyang “SHI berry program” as the research object, analyzes the current situation of Shenyang raspberry industry and raspberry festival from the perspective of regional cultural symbols, explores the value of regional cultural symbols in branding, and puts forward the brand design and promotion strategy integrating regional cultural symbols from the macroscopic, mesoscopic, and microscopic levels to provide theoretical and practical references to the branding of regional specialty agricultural products, and promote the competitiveness and influence of regional culture. Provide theoretical and practical references to promote the synergistic prosperity of regional agricultural and cultural industries.