Chinese agricultural products urgently need brand protection
Brands are the core guarantee of distinction between good and bad quality products. This is particularly true for agricultural products. 

Plantation owners, dealers, and others in the industry have a good understanding of agricultural products, but this is not true for consumers. Their understanding of agricultural products is limited. They can only distinguish different kinds of fruits with their limited senses. For example, they can see whether fruit is large or small, and how coarse the fruit peel is. Under these circumstances, the best way for consumers to ensure quality is to buy the brands they recognize. It is for this reason that trademark reputation is extremely important for agricultural product brands in attracting consumers. At the same time, producers of agricultural products, and managers, both pay attention to consumer behavior. They all put great efforts into establishing product brands that can help them occupy a dominant share of the market.

However, in recent years we have also seen how people who lack proper knowledge of regulations have used the trademarks of others who've already registered those trademarks or were in the process of registering them. This sort of behavior results in bad consequences that can be fatal for the brand in question. On the one hand, as soon as fake "brand" products enter the market, they confuse the consumers' understanding of the product and the brand. This disrupts market forces. On the other hand, traders who registered their brands and spend time and money on that registration, will have wasted their efforts.

How then can managers effectively guarantee their own lawful rights and interests? First, strengthen the consciousness of brand protection for agricultural products. Immediately apply for the protection of a registered trademark. Second, keep relevant information in the process of registering a brand as secret as possible. Avoid brand plagiarism before the brand is officially approved and registered. Otherwise the brand will fall short of success for lack of a final effort. Third, after the brand is successfully registered, organize large-scale activities to promote the brand and educate the consumers on how to recognize the brand and distinguish it from fake brands. This will help to shape and consolidate the market image of the brand.