Author(s)

Fan Juan

Corresponding Author

Fan Juan

Abstract

As one of China's traditional cultures, tea culture condenses the essence of China's long-standing culture, integrates the connotation of tea culture with the characteristics of the current era, and creates an excellent brand image of tea culture. Create a unique brand image through the consistent connotation of tea culture, so as to comprehensively improve the overall strength. Innovating the brand image design of tea culture through brand image integration is a new connotation for China's tea industry to actively develop comparative advantage and brand competition. The value significance of brand image integration to the innovation of tea culture brand image design lies in that it provides integration ideas for tea culture brand competition and important intangible assets for tea culture brand marketing, and effectively responds to the emotional experience expectation of consumers' psychology. From the perspective of brand image integration, the innovative strategy of tea culture brand image design can try the personalized design strategy based on brand image integration, the humanistic spirit design strategy embedded in tea culture governance, and the color integration design strategy based on the brand radiation target.

Keywords

Tea culture, Brand, Visual image, Design strategy