Influence Of Tea Culture On Brand Building

Underconditions of market economy, and especially, in age of knowledge economy,brand is thesoul ofmerchandise. A successfulbrandcontains not only commercial value, but alsoculturalconnotations.It is the corecompetencies place of businessenterprise.In recent years, teais very popular as a healthydrink.But viewed as a whole,there’sa fair amount of development and brand building that still needs tobe done.The development of tea industrydepends onboth technologicalinnovationand culturalstrategy,however, theultimategoal is to build a successful brand.Drinking teabecomes a kind of need of people’slife day by day, it not merely has highermaterial and spirit to pursue on behalfofpeople. It is a cultureand a life style. As the soul of a tea brand, teaculture makes the brand more profound.Thehigh-endbrandof tea has become a symbol ofstatusand taste. People in tea business conceive andexecutenot only differentiated products that yield high margin and high brandrecognition, but also businessmodels that will exploit them mostprofitably.This paper isbased ontherelationsoftea culturalattribute andpeople’sculturalneeds, and does some research on themarketingstrategy ofTie Guanyin and Da hongpao.Itanalysisesinfluence oftea culture on brand building andcomes up with somesuggestionon howtoenhance the brandvalue byusing tea culturefor packaging, tourism, marketing, etc. On the adoptionabove, hoped thatthis can be used for the reference on brand building and communication.