小罐茶品牌视觉形象设计解析

Analysis of Visual Image Design of Little Pot of Tea

视觉形象的创意是品牌营销战略的手段,它运用有形的感性形象在品牌定位这一无形的理性概念前提下刺激着消费者的体验,从而使品牌占据消费者的心智。本文以品牌定位理论为依据,以小罐茶品牌营销策略为例,探讨其视觉形象设计的来源及现象,分析其功能和应用价值,并通过这一案例对中国茶创建品牌意识、推进品类分化、谋求共同发展以启示。

The visual image of the creative is the means of brand marketing strategy, it uses a tangible perceptual image in the intangible brand positioning rational concept premise to stimulate the experience of the consumer, so that the brand occupy the consumer’s mind. In this paper, the relationship between creativity and marketing, and based on theory of brand positioning, in a small pot of tea brand marketing strategy, for example, discuss the visual image design and the source of the phenomenon, analyzes its function and application value, and through the case of Chinese tea to create brand awareness, promote category differentiation, seek common development.