Study On Brand Image Design Of Qiao Ba Gong Cha

In recent years,with the implementation of the national rural revitalization strategy,the country’s rural agriculture has developed rapidly,and the tea industry is an important pillar industry of targeted poverty alleviation,playing an important role in promoting rural modernization and rural revitalization strategy.At the same time,due to the close international exchanges,tea is a typical element of Chinese culture,carrying thousands of years of cultural essence,it is a natural carrier to promote Chinese culture and cultural soft power.China is the birthplace of tea with a wide variety of varieties,but among the many tea brands in the country,there are no internationally renowned brands like Lipton and Twinings.At present,China’s tea industry is characterized by large output,many categories,no brand,and low premium,especially tea brands in remote ethnic areas,coupled with traditional agricultural production methods,low output,weak brand awareness,and unclear regional characteristics,making the tea brands in these remote areas uncompetitive in the market.Qiao Ba Gong Cha is such a brand.It has the excellent natural environment and human resources of "the hometown of Yi tea in China".However,due to its location in Mabian Yi Autonomous County,Leshan City,the brand awareness is insufficient,and an organic and complete business chain has not been formed.Therefore,for tea brands in remote ethnic areas to be different from well-known production areas and form a market competitive advantage,it is necessary to dig deep into products and cultural resources to establish a differentiated brand image.This study makes a comprehensive analysis of the domestic tea market and the cases of similar tea brands to understand the current development trend of tea brand design and summarizes the specific problems of inaccurate positioning of brand image development,lack of brand image differences,and single-brand communication for Qiao Ba Gong Cha by field research.According to the specific problems of the Qiao Ba Gong Cha brand,this paper points out that the solution to the problem of the Qiao Ba Gong Cha brand image is to integrate the regional cultural characteristics of the tea producing area into the brand image design and explore the cultural connotation of the brand,to provide a basis for the overall positioning of the subsequent design brand design.Combined with the survey of consumers of the Qiao Ba Gong Cha brand,this paper defines the needs of consumers,and puts forward the design strategy of the brand image.On this basis,its brand concept and accurate positioning are extracted.To sum up,this study carried out a specific brand image design for Qiao Ba Gong Cha.