Brand and quality are two sides of an organic whole. The brand of tea comes from high-quality products, and only with excellent quality as the backing can we ensure the sustainability of the brand. The purpose of tea packaging is to send tea to consumers intact and promote sales. Brand, quality and packaging are actually the three elements of tea marketing, which are interrelated. Using effective brand management to help the development of tea industry and making good use of the advantages given by powerful brands, from the etymological point of view, the original intention of brands is "as a sign", so its original intention is only as a sign of recognition. However, if we consider the significance of brand in the times, we can give goods several functions besides imprint: "quality, trust and peace of mind" indicators; Added value; A good brand can attract customers to buy the brand continuously, with high customer loyalty; Easy to get the assistance of circulation manufacturers. Therefore, tea makers or enterprises should make good use of the above advantages in order to reassure consumers, increase their repeated purchase behavior and obtain greater profits. Using positioning strategy to meet market demand, in the minds of potential customers, each product type has an invisible ladder, and the top of the ladder is the market leading brand in their minds. The positioning strategy is to let enterprises find a position on this ladder. Therefore, don't expect to conquer the whole market in one step, because there are many different consumer groups in the market. We can use the conditions of consumer behavior and demand to clearly distinguish our main target customer groups from the market, and at the same time, we must provide a competitive interest point, create a unique attribute culture, and urge consumers to pay attention and be willing to buy. Excellent quality and innovative ability, quality is the key to re-consumption, because consumers finally buy goods. Tea enterprises should standardize and scale tea through fine processing, reduce production costs and improve quality stability. At the same time, we should also have the ability to continuously develop new products, constantly attract consumers' interest, and make good use of the diverse characteristics of tea to launch different types of tea. In Taiwan Province Province, we can integrate the knowledge of the industry through the Tea Merchants Association, imitate the clothing industry to set the annual fashion axis, introduce the popular concept of tea, and take turns to replace fashion with green tea, black tea, Tieguanyin and Pu 'er tea. It is not easy for many brands to stand out in the market and let consumers naturally associate their own brands when they want to buy tea. Especially in Taiwan Province province, where the media is developed, information is flooded and consumption is tight, it is even more difficult. Therefore, only by making good use of event marketing, attracting media attention and establishing consumer recognition can we achieve twice the result with half the effort. For example, Tianfu Tea successfully entered the APEC meetings in Canada and Shanghai, and was designated as conference present, which not only greatly improved its popularity, but also shaped a high-level image. This move can be said to be a successful marketing for the tea industry. To improve customer loyalty, the price paid by enterprises to develop new customers is much higher than that to retain old customers. Therefore, the marketing strategy for high customer loyalty becomes more and more important. Especially when all enterprises are improving customer satisfaction service, they should provide moving services to customers through complete information marketing. Do a good job in trademark registration. In order to maintain the brand image and improve the anti-counterfeiting ability of products, goods should also be registered as trademarks. Because brand is the foundation of famous brand, products without brand cannot become famous brands; Similarly, a trademark is an extension of a brand, and a brand without a trademark cannot become a famous brand. Doing a good job in trademark registration can ensure the resources and energy invested by operators in the brand. Therefore, the brand should not be just a totem. Through clear cultural positioning and personalized performance, the brand is combined with products, enterprises, people and symbols, which successfully highlights the difference with other competitors, not only improves the popularity, but also enables consumers to establish stronger and clearer brand identity and brand recognition under unusual expectations. In concrete practice, we should pay attention to four aspects: brand is product, develop one or more core commodities, and combine the characteristics of products with brands; Brand is enterprise, which emphasizes the attributes of enterprise, not products or services; A brand is a person. Just like a person, different brands have different personalities. Because of such differences, different consumer groups can be divided; Brand is a symbol, and the familiar product trademarks are bright in color, clear in lines and easy to remember. A symbol that can stimulate the visual impression, such as the M-shaped signboard of McDonald's, the hook-shaped trademark of Nike, or a symbol with metaphorical images, such as the environmental protection logo of the body shop caring for the earth, can strengthen the brand identity of consumers. Fuyang Tea Shop operated by the author was founded in Lugang, Changhua on 1842, and experienced a new wave of transformation in 2004. "A century-old shop" has both positive and negative associations with consumers. In a positive sense, there will be a rational impression of product characteristics, stable quality and reasonable price, but at the same time there will be a perceptual association of traditional, conservative and even "outdated" negative management. Therefore, in the process of transformation, we put forward an innovative business philosophy, combining "oriental tea culture" and "western fashion taste" to show the exquisite new tea fashion and respect the needs of consumers. With fashionable, elegant and colorful packaging, combined with bright, exquisite and interesting space planning, we advocate the new concept of "enjoying a good cup of tea anytime, anywhere with peace of mind", subvert the old thinking of ordinary people about tea and make tea a part of life taste. Through brand management such as stable quality, reasonable price and perfect service, we successfully attract and retain customers. In the face of price competition, brands have become the biggest self-defense force. However, the strength of a brand ultimately depends on its product performance rather than sales promotion. In other words, although the brand was initially established by publicity and advertising, it ultimately depends on product performance. Pay attention to the promotion of tea marketing, including quality, brand and packaging. Tea is a kind of hobby drink, and consumers buy it according to taste rather than price. In today's market economy, tea quality should be a whole concept, that is, tea quality = internal quality+external quality+service quality. Intrinsic quality includes drinking value, color, fragrance, shape index and hygienic quality (including inclusions, pesticide residues, microorganisms, harmful elements and additives). ), while external quality refers to packaging. Internal, external and service quality are indispensable. The lack of one means that the benefits obtained by consumers are incomplete and damaged, and it also means that the market image of enterprise products is imperfect and will lose market competitiveness. Because the impression and demand of contemporary consumers for tea products should be a comprehensive impression demand. Therefore, enterprises should strengthen the overall quality consciousness, comprehensively develop and attach importance to the quality of all parts of tea, and do a good job in brand work in time. The best way to attract and retain customers is through "high quality and perfect service combined with reasonable price". The so-called tea brand refers to "taking tea products as the main body and taking its brand as the exposed object." The expression of exposure can be presented by a name, commodity name, words, terms, signs, symbols, designs or their combinations, and can have legal trademarks and copyrights, as well as the above combinations, thus forming various understandings of tea brands, and distinguishing consumers in the tea market from competitors' products or services. "Facing the arrival of the new economic era, the value of tea production is not only the actual cost of raw materials and processing, but also the intangible value of technical knowledge and brand. Building a successful brand includes attributes, interests, values, culture, personality and users. Only by establishing a strong and distinctive brand identity can we help differentiate the product market and effectively maintain customer loyalty. This is why so many manufacturers are willing to spend a lot of marketing resources to educate consumers about the significance of their own brands, so that consumers can clearly identify the brand's personality and user groups and clearly understand the value of this brand. Without the awareness and experience of brand management, it is easy to cause a big difference between quality and price, which makes it impossible for consumers to judge the value of goods by comparing quality and price, which interferes with the sales order and affects the purchase intention. In fact, tea farmers do not have to build their own brands, but can become suppliers or patrons of a certain brand. Brands are formed in the market, and brands can smooth the market. Brand is the core of the success of enterprises and even industries. Creating brand charm and promoting brand culture (values and sense of honor in consumption) is to create added value of goods and create consumers' loyalty to the brand. Tea packaging can play a small role or a big role. In recent years, packaging design has become a potential marketing tool and an important part of marketing strategy. Consumers' preference for the shape, pattern and color of products and packaging will affect their buying behavior. In other words, packaging design itself is a kind of market positioning and differentiation, there is no good or bad, right or wrong. Therefore, understanding the visual preferences of the main target consumer groups is the first thing to do well in packaging design. What is the value of the temptation of packaging in sales? Dupont Company invented the famous "Dupont Law", that is, 63% of consumers make purchases according to the packaging and design of goods. A few years ago, Robert Hays, a professor at Harvard University, famously said: 15 years ago, the competition of enterprises depended on price, quality today and design tomorrow. According to the formula provided by the international statistical association, good packaging can increase sales 15- 18%. 15- 18% sales in the current year × sales profit × sales for three years is the value of packaging. You can also refer to some of the above cases.