A Study Into Trendy Aesthetic Attributes Of Brand Image Of Tea Culture

As a cultural brand,“ tea ” in China is gradually making its way to the world in the context of globalization.In this process,systematic brand strategic planning is of particular importance.As part of brand strategy,cultural brand image is closely connected with the target.Its aesthetic traits in vision would incur corresponding psychological mechanism and would,to a certain degree,cast an impact on the consumption decisions of its targets.With trendy aesthetic attributes of tea culture brand image as the topic,this thesis starts from the source and development of tea culture in a bid to profoundly dig into the spiritual core of tea culture as well as its multi-dimensional cultural connotation and corresponding external manifestation.On this basis,it is to analyze the composition of tea culture brand,and compare their respectful promotion means of both traditional and modern tea culture brands before sorting out the relationship between cultural concept and brand image communication of several noted tea brands.Then it interprets the establishment of tea culture brand image and consumers’ aesthetics acceptance.After that,the thesis generalizes such related trendy aesthetic attributes of tea culture brand image,as thematization of culture,emplotment of scenarios,life-based situations,purification of colors,cartoonlization of image and flattening of figures.Finally,with related theories on trendy aesthetic attributes based on tea culture brand,taking Rainforest Tree Tea as an example,the thesis conducts in-depth analysis on the correlation between brand image construction strategies of tea culture brand’s trendy aesthetic attributes in the new media era and its original communication means,and probes into some rhythmic characteristics of tea culture brand in expression of trendy aesthetics and into how to profoundly dig into cultural connotation of tea culture.By combining with the communication means in the new media era,it prioritizes all-out correlation and interaction with the targets before bringing them out in the most fitting way so as to crave for a more promising prospect for tea culture brand.