Research Report on Brand Innovation of Mabian Native Tea Based on the Brand Five-Dimensional Model

Abstract

This study integrates theories from multiple disciplines including art, sociology, anthropology and economics, adopts a combined research method of literature research, questionnaire survey, field interview and field investigation, takes the native tea brand and market status of Mabian Yi Autonomous County in Sichuan Province as the research case, and uses the five-dimensional brand model (brand positioning, brand personality, brand visual identity, brand experience, brand communication) to systematically identify and deeply analyze the key factors affecting the brand development of Mabian native tea. The tea market is becoming increasingly competitive at present. Although Mabian native tea has unique regional culture and high-quality characteristics, it still has obvious shortcomings in brand building and market promotion. This study aims to explore the resource advantages of Mabian native tea and put forward feasible brand optimization schemes to boost local economic development through scientific research methods. Meanwhile, in view of the regional characteristics of Mabian Yi Autonomous County as a minority-inhabited area, it explores the path to protect and promote the local ethnic culture through tea culture communication, so as to provide references for the brand building and market promotion of Mabian native tea, and also provide a replicable brand upgrading model for ethnic minority tea-producing areas in similar regions of China, enhancing the universal applicability of the research.