青年市場對臺灣茶葉品牌符號與聯想之分析

Relationships between Symbols and Associations for Tea Brands in Taiwan

周穆謙(Mu-Chien Chou) ； 黃靖原(Ching-Yuan Huang)

《台灣農學會報》 17卷2期 (2016/06) Pp. 124-144

https://doi.org/10.6730/JAAT.201606_17(2).0001

摘要

隨著茶葉品牌化的趨勢興起，品牌化的第一步即為建立一個品牌識別。品牌識別是行銷推廣茶葉產品的重要門面，如何置入幫助銷售與引起民眾關注、聯想的消費符號，進而有效率地提升茶葉產品的價值，實為一大課題。品牌識別主要由命名與圖像所組成，若兩者各自建立的符號，能使消費者聯想到茶葉產品，將有益於促發消費者的購買行為。本研究經由設計專家與一般民眾的認知與觀點，找出適切且能誘發眾人聯想至茶葉產品的消費符號，本研究結果歸納：(1) 在茶葉品牌識別與品牌「命名」聯想程度中，若有出現中文「茶」字即具有「高」聯想程度；(2) 在茶葉品牌識別與品牌「圖像」聯想程度中，凡只要有高辨識度的葉片與「茶」字等符號出現，即使沒有其他圖案，仍為具「高」聯想程度的品牌圖像；(3) 臺灣茶葉品牌的創建，可應用的消費符號包括「地方與景點」、「自然與環境」、「人物」、「形容詞與感官」、「飲食」、「器具」、「動作」，以及「其他」等八類。

關鍵字

品牌識別 ； 茶葉 ； 消費符號 ； 農產品

並列摘要

Building a brand identity is an efficient instrument for marketing products. Brand identity comprises ＂naming＂ and ＂images＂; their respective symbols created serve to initiate association with the product marketed and motivate purchase behavior among consumers. This study examined how to embed tea products with symbols to draw consumer attention and trigger associations so as to boost sales and eventually raise the value of tea products. Appropriate consumer symbols designed to evoke associations with tea products were evaluated by design experts and the general public. It was found that strong associations between brand identity and brand naming of tea leaves could be observed when the Chinese character for ＂tea＂ and/ or symbols for easily recognizable tea leaves appeared on the packaging. Consumer symbols applicable to the creation of tea brands in Taiwan can be classified into eight categories including ＂places of interest＂, ＂nature and environment＂, ＂personalities＂, ＂adjectives and senses＂, ＂diet＂, ＂tea utensils＂, ＂action＂, and ＂others＂.

並列關鍵字

Brand Identity ； Tea Leaves ； Consumer Symbols ； Agricultural Produce