The Influence of Cultural Integration on Brand Design: A Case Study of “Cha Yan Yue Se”

Xinjie Yu, Bowen Zhang

2025

Abstract

With the rapid derivation of brand awareness, the focus of competition in the market shifts from products to brand image, aiming to create brand differentiation through innovative means, so as to gain audience. This paper takes "Cha Yan Yue Se" as the analysis object, and adopts a mixed research method, including a questionnaire survey of 75 people, in-depth interviews with 5 respondents and text research method, in order to investigate consumers' cognition and evaluation of Cha Yan Yue Se, which is a national fashion brand. The research results show that the combination of the brand and Chinese traditional culture has a positive impact on products, services and customers’ feelings. More than 50% of the interviewees believe that its strategy of integrating traditional culture in brand design has significantly improved its image, and consumers' purchase intention has increased by 25%.These findings provide data suggestions for domestic brand packaging innovation, showing that the pleasant tea brand design results are inseparable from the integration of traditional Chinese culture, and consumers have high satisfaction with Cha Yan Yue Se and loyalty to its’ brand design. Finally, the effect of cultural identity on the implementation of the strategy of combining the brand with Chinese traditional culture was analyzed.

Paper Citation

in Harvard Style

Yu X. and Zhang B. (2025). The Influence of Cultural Integration on Brand Design: A Case Study of “Cha Yan Yue Se”. In Proceedings of the 2nd International Conference on E-commerce and Modern Logistics - Volume 1: ICEML; ISBN 978-989-758-775-7, SciTePress, pages 455-459. DOI: 10.5220/0013847000004719

in Bibtex Style

@conference{iceml25,
author={Xinjie Yu and Bowen Zhang},
title={The Influence of Cultural Integration on Brand Design: A Case Study of “Cha Yan Yue Se”},
booktitle={Proceedings of the 2nd International Conference on E-commerce and Modern Logistics - Volume 1: ICEML},
year={2025},
pages={455-459},
publisher={SciTePress},
organization={INSTICC},
doi={10.5220/0013847000004719},
isbn={978-989-758-775-7},
}

in EndNote Style

TY - CONF

JO - Proceedings of the 2nd International Conference on E-commerce and Modern Logistics - Volume 1: ICEML
TI - The Influence of Cultural Integration on Brand Design: A Case Study of “Cha Yan Yue Se”
SN - 978-989-758-775-7
AU - Yu X.
AU - Zhang B.
PY - 2025
SP - 455
EP - 459
DO - 10.5220/0013847000004719
PB - SciTePress