Tea Brand Positioning Research

Brand positioning is the key and the first step of brand promotion.If you can't find your own brand orientation, you will mke much futile efforts and deviate the direction. Brand positioning mainly refers to give the target customers a feeling and the results of the feeling, for example, the grade of the brand, personality, target groups, etc. Next, brand appeal, brand advertising creativity, color and packing, market promotion strategy should be consisted with the brand position. Tea is the traditional advantage industry and the important pillar of rural economy in Yunnan, which has special economic and social status. On one hand, tea is the most important industry;On the other hand, tea is exported to other countries.It has irreplaceable role with other crops and industries. Especially in recent years, the special breed of Yunnan tea—Pu'er Tea is the unique geographical indications of Yunnan and its booming products promote exports in southeast Asia, Europe and America market. Undoubtedly, the supply of domestic market has already exceeded demand. It can not create a big brand with only excellent products. Based on the investigation and study , i sum up my own point of view by brand orientation strategy, analysis and study of Pu'er Tea brand positioning problem and hope to satisfy Pu'er Tea enterprises on the way of the brand construction.