地方茶叶品牌个性塑造

中国是茶叶的故乡，也是茶叶生产和消费的大国。茶叶在中国不少省份的农村经济发展、农民收入和出口创汇中占有举足轻重的地位。但由于营销能力和加工水平的限制，各地方茶叶一直以来只停留在初加工层面，长时间没有形成自己的品牌。随着近年来茶叶品牌意识的觉醒，实施品牌战略成为国内各级政府和众多茶叶企业的首要选择。品牌个性是品牌的灵魂，对地方茶叶企业品牌战略中品牌个性缺失的状况进行了分析，从地方茶叶品牌定位、品牌设计、品牌传播推广等方面，探讨了茶叶品牌个性的塑造。

The Molding of Local Tea Brand Character

Our country is the home town of tea, and also the big country of tea production and consumption. Tea plays a prominent role in the development of village economy, farmer income and export trade in not a few provinces of our country. But because of the limitation of processing levels and the marketing ability, local tea production always stays on the original stage of processing and doesn’t forge its own brand. However, along with the awakening of the brand consciousness, carrying out brand strategy becomes the initial choice of all internal governments and numerous tea enterprises. Brand character is the soul of the brand. This paper analyzed the condition lacking of brand character in brand strategy, and then discussed how to mold local tea brand character from brand positioning, brand design, brand communication and extension and so on.