Southeast University, Nanjing 211189, China
This paper aims to explore the influence of Fast Moving Consumer Goods(FMCG)culture on Chinese new tea brand as well as the methods and strategies of brand image design of it. The literature research method is used to short and clarify the basic concepts of the FMCG culture and brand image design. Comparation between the traditional tea and new tea helps to analyze the development of the new type of tea and the advantages and disadvantages. Based on the FMCG culture and David A. Aaker's brand image measuring theory and through the case analysis from four aspects of "light, new, superior, tide" the new tea brand image design strategy is explored. Through summarizing and analyzing the development of the tea head brand strategy and product, symbols, humanity, four aspects of the brand image design method, the horizon, it is concluded that the FMCG culture, should be good at developing its advantages of the "rapid, convenient, and innovation", make up for the "high homogeneity, no keeping in good health and loss" disadvantages, ultimately achieving rejuvenation of Chinese tea and international brands of beginner's mind.
周雨卉,陈绘.快消文化视域下新式茶饮品牌形象设计研究[J].工业 工程 设计,2022,4(4):68-77. 复制