Exploration of Strategies for Improving Brand Competitiveness of Agricultural Products in the Context of Digitization

Abstract Brand competitiveness of agricultural products has become an important source of agricultural production development. This paper proposes the source and generation mechanism of brand competitiveness through the analysis of brand equity differences, combined with enterprise and consumer levels. Based on the composition of brand competitiveness, brand cognition, quality perception, association and loyalty are selected as the influencing dimensions, and the initial hypothesis of competitiveness is initially constituted by applying relevant factors. Structural equation modeling was used to complete the measurement of the research data so that the model was revised, empirical research was conducted, and strategies for competitiveness enhancement were proposed through the discussion of the influence path coefficients. Brand awareness and brand quality perception have a direct positive effect on the competitiveness of regional brands of agricultural products, and the direct influence path coefficients of brand competitiveness are 0.294 and 0.195, respectively. The path coefficients of the influence of the regional natural environment on brand awareness reach 1.169, with an S.E. value of 0.725 and a C.R. value of 11.063, which are significant. The exploration of digitization shows a clear path for improving the competitiveness of agricultural product brands.