The Beverage Packaging Study Based On Brand Strategy

Holding an important economic status, beverage industry has become one of strongest industries of most up-and-coming brands with fastest progress. Although there is a huge market, the competitiveness is quite fierce. How to compete with more and more overseas famous beverage brands, obtain a significant position and long-term development in this market and emerge from this industry, is a big problem that the Chinese beverage industry must face with.The packaging is not only a vital marketing tool but also the embodiment of brand strategy. At present, domestic beverage market has transferred from products consumption to brand consumption. Most of consumers purchase the products on the basis of recognizing the brands. Hence, on the precondition of "brand consumption", the beverage packaging design must concern more with how to combine brand strategy and design itself. The thesis studies the packaging design features of varied beverage by analyzing the relationship between the brand strategy and packaging design. In addition, it points out the packaging design must embody brand strategy, show brand image and outer forms combine with brand marketing. Based on the theories and researching facts, the thesis proposes that the beverage packaging design under brand strategy must abide by the principle of systematic, scientific, strategic and innovative, guiding by strategic ideas, leading by marketing requirement, satisfying customer's requirements. It also points out the packaging design must use vision element as supporting medium and combine with strategies. Besides, it predicts the development trend of packaging design under brand strategy.