摘要
本文从品牌及品牌个性的基本含义出发,通过对茶叶企业品牌建设的某些实证研究,从茶叶品牌个性化的定位、产品、包装、服务、传播、促销等方面,探讨了茶叶品牌个性的塑造。
Basing on the basic meaning of brand and brand individual character, the author studied some famous tea corporations and their successful pratice in establishing tea brand. Then discussed how to mould tea brand＇s individual characters from positioning, product, package, service, communication and sales promotion and so on.
出处
《茶叶通讯》
2005年第4期10-12,共3页
Journal of Tea Communication
关键词
茶叶
品牌
个性
塑造
Tea
Brand
Individual character
Mould
