A Study On The Regional Brand Image Shaping Of Hanzhong Xianmao Tea In Shaanxi Province

As the regional industry of tea in China develops and the national policies regarding the issues of rural areas, agriculture and farmers are widely applied, the regional brand of tea has played an increasingly remarkable role in the development of local economy as regional public asset. In recent years, Hanzhong Municipal Government has made prominent achievements while fostering the tea brand of Hanzhong, not only integrating different tea brands, but also applying for the protection for Hanzhong Xianhao as a product of geographical indication. Today, however, when tea brands nationwide compete against each other, Hanzhong tea industry desires for a place in China and even the whole world besides the increasing expansion of Hanzhong’s tea industry and the growing support of government. For this sake, it is an urgent task to build the regional brand image of Hanzhong Xianhao as well as to expand brand influence and recognition.Regional brand, as the significant approach to raising the competitiveness of industrial clusters, has attracted the increasing attention of domestic and foreign scholars, but its theoretical study falls behind practical exploration, In this paper, by organizing the domestic and foreign literature concerning regional brand and the image design of regional brand, a preliminary exploration and analysis on the development situation of the regional brand image of Hanzhong Xianhao is conducted to figure out the compositions of the identification system that designs regional brand image of tea. In combination with actual investigation as well as the advantages and disadvantages of building the regional brand image of Hanzhong Xianhao, the visual image design of the regional brand of Hanzhong Xianhao is optimized from the perspective of design according to the knowledge such as about advertising, communication and marketing.According to research and analysis, it is believed that in normal economic development, the scope of brand carriers expands step by step. Under this circumstance, it is imperative to build the regional brand image of tea, and how designers create the visual image of regional brand will play a non-negligible role in the development of tea’s regional industry.