Regional Brand Image of Baise City's Characteristic Tea Products: A Case Study of Lingyun Baihao Tea

Abstract

Lingyun is renowned as the "Hometown of Famous Chinese Teas" and a key tea-producing county in China. There is a diverse range of tea varieties planted in Lingyun County, among which Baihao tea has a long-standing cultivation history, and the tea industry has reached a considerable scale. In recent years, the Lingyun County Party Committee and the county government have incorporated the tea industry into the "Five Major Industries" of the whole county for cultivation and development. They have been actively fostering and strengthening tea brands, and supporting a number of leading tea enterprises and specialized tea-related cooperative economic organizations. However, overall, the construction standards of some tea gardens in Lingyun County are not high, and the management is rather extensive. The tea brands lack competitiveness, still having a certain gap from the goals of industrialization, refinement, and large-scale development. Moreover, the local agricultural product sales channels are blocked, the brand awareness is low, the product packaging design is outdated. Although there are various tea varieties, there is a lack of well-known tea brands. This paper takes Lingyun Baihao tea as an example, analyzes the market background and brand crisis, and explores the construction of the regional brand image of Baise City's characteristic tea products.