First, brand awareness

& lt 1 & gt； Brand composition: A brand is composed of brand name, brand logo and trademark or their combination, and its purpose is to distinguish it from competitors and services.

The meaning of<2> brand: Brand is a group of information with specific characteristics, benefits and services provided by sellers to buyers for a long time, and it is also a guarantee of conveying quality. Specific performance in the following aspects:

1, attribute: the attribute that a brand first brings to people. Rolls-Royce, for example, gives people the attributes of high cost, excellent manufacturing technology, durability and high reputation.

2. Personality: The brand represents a certain personality. The use of Rolls Royce is reminiscent of a gentleman's boss, a lion dominating the forest, or a noble palace.

3. Culture: A brand may be a symbol of a certain culture. Mercedes means English culture: gentleman, nobility and tradition.

4. Value: The brand also reflects a certain value concept of the manufacturer. Volvo embodies "high safety performance".

5. Benefits: Attributes need to be transformed into functional and emotional benefits. For example, the attribute "durability" can be transformed into functional benefits, which means "I can not change cars for several years". The attribute of "expensive" can be transformed into emotional gains, which means "my (corporate) image is enviable".

6. Users: The brand also reflects the types of consumers who buy or use the product.

If we only regard the brand as a name and ignore the key points of the brand content, the marketing performance depends on the customer's cognition of the brand. First of all, buyers are interested in the interests of the brand rather than the attributes; Second, competitors can easily copy these attributes. Finally, the present brand attributes may be worthless in the future.

Therefore, brand building must be persistent, that is, it must have the value, culture and personality of this brand. They define the foundation of the brand. Original ecology, green, healthy, organic and high quality are our brand strategies.

Market effect of<3> brand: The strength and value of various brands in the market are different. I'm afraid that most people don't know or have a low awareness of the brand, so we should try our best to improve the brand awareness among buyers, improve the brand acceptance among buyers, and improve buyers' preference for brand products and high brand loyalty.

Second, tea brand building and promotion.

& lt 1 & gt； Build a brand.

1, registered brand trademark, name and logo (trademark pattern). The setting of its name and logo reflects the cultural connotation of brand products to a certain extent and has a profound impact on brand promotion. The design requires simplicity and auspiciousness (simplicity and auspiciousness), rich connotation, charm and strong vitality.

& lt2> Establish brand image and position brand products.

Brand is the spokesman of the product, which is determined by the value, culture and personality of the product. Products give brand vitality. Therefore, it is required to standardize and unify the production management, production process standards, tea shape of the same level products, safety control standards, product market positioning and pricing, advertising caliber, product grading standards, product packaging standards and so on. Let the buyer be comfortable, the drinker feel at ease, and the receiver be happy.

Establish the same brand image of different products to meet different levels of buyers and consumers. In short, we should be market-oriented, adjust product attributes and interests, and enhance product value, culture and personality. To meet the needs of different buyers and consumers whose living standards are constantly improving.

Third, market and consumption.

"The sea is wide and the fish jumps, and the sky is high and birds fly." The market is open and vast, and it needs a visionary pioneer to open up. In Haining, Zhejiang Province, there was no animal breeding base and abundant natural wildlife resources at first, but there was a world-famous Haining Leather City, which gathered tens of thousands of leather business households and countless buyers around the world.

Tea is one of the three major beverages in the world, and it is also a traditional product with profound cultural heritage in China. After thousands of years of vicissitudes, dynasties changed, but they did not change their existence. Now it has become one of the industries for rejuvenating the country and enriching the people. Consumer groups have developed from princes and nobles in the past to mass consumption today. Tea products and culture once spread all over the world. Nevertheless, with the development of human civilization and the continuous improvement of living standards, the consumption mentality is constantly changing. The market demand for the quality of tea products is also constantly improving. On the other hand, when international brands enter the China market, their standardized market operation, strong brand awareness and marketing model catering to the needs of modern consumers will surely erode the tea market in China and cultivate consumers' brand consumption awareness.

To participate in this competition, we must act immediately, give full play to the advantages of resources, vigorously promote brand strategy, connect with international brands, and avoid the embarrassing situation of providing raw materials for international brands. Therefore, on the one hand, it is necessary to create a good market environment for Guiyang tea and cultivate more consumer groups, on the other hand, it is necessary to establish its own brand image in a standardized market environment and truly build a strong brand to cope with fierce brand competition.

Fourth, integrate resources and broaden sales channels.

The development of tourism in Guiyang is changing with each passing day. Combine the tourism industry, create tourism commodities, set up some scenic spots in scenic spots, and publicize the brand products of Qian Shan brand. Drink "Qian Shan brand" tea through government affairs and business activities, so as to raise awareness.

Verb (abbreviation of verb) Culture promotes brand development.

China tea has a long history and culture. Explore local historical tea culture, combine local ethnic customs, create modern tea culture, display modern exquisite tea art through modern tea culture activities, display ethnic customs, display product personality, guide and attract consumption, improve product awareness among consumers, and achieve the purpose of brand promotion.

Six, the continuation of the brand

Establish and improve the brand management mechanism to promote the healthy and sustainable development of the brand. Establishing the quality control system of brand products is the fundamental guarantee for brand continuity.