信阳毛尖茶叶品牌形象塑造研究
摘 要：随着时代的发展，品牌形象塑造已成为一个品牌发展和传承的关键所在。文章通过梳理信阳毛尖茶叶的品牌现状，对其现有的品牌定位、品牌传播和品牌识别进行分析，提出了三方面的品牌形象塑造策略，分别为明确的品牌定位、多样化的品牌传播手段和独特的品牌识别系统，并以品牌识别系统中的标志、包装、海报为例进行设计研究，希望借此研究可以为信阳毛尖茶叶的品牌形象塑造提供新思路。
关键词：信阳毛尖茶叶；品牌形象；意义；策略
中图分类号：J524 文献标识码：A
文章编号：1672-7053(2022)08-0065-03
Abstract：With the development of the times, brand image building has become the key to brand development and inheritance. By combing the brand status of the tea of Xinyang Maojian, this paper analyzes its existing brand positioning, brand communication and brand identification, and puts forward three brand image shaping strategies, namely clear brand positioning, diversified brand communication means and unique brand identification system. Taking the logo, packaging and poster in the brand identification system as an example, this paper makes a design and research, It is hoped that this research can provide new ideas for the brand image building of the tea of Xinyang Maojian.
Key Words：the tea of Xinyang Maojian; Brand image; Significance; Strategy
