Brand Positioning and Cultural Identity: An Innovative Analysis of CHAGEE Marketing Model

Siting Chu

2025

Abstract

In recent years, the new Chinese tea market has attracted more and more consumers' attention. CHAGEE, as a leading brand, has occupied a place in the domestic and foreign markets. This paper mainly focuses on the brand positioning and cultural identity of CHAGEE, and how the brand uses a variety of innovative means to achieve market expansion in a short time. At the same time, this paper uses relevant concepts to analyze the marketing model of CHAGEE, collect and summarize market data. This article analyzed the bully her tea in the place where the innovation of the brand marketing strategy, sums up the brand marketing in the diversified way of analysis, new Chinese style such as bullies her tea brand marketing strategy provides some reference.

Paper Citation

in Harvard Style

Chu S. (2025). Brand Positioning and Cultural Identity: An Innovative Analysis of CHAGEE Marketing Model. In Proceedings of the 2nd International Conference on Public Relations and Media Communication - Volume 1: PRMC; ISBN 978-989-758-778-8, SciTePress, pages 307-312. DOI: 10.5220/0013990800004916

in Bibtex Style

@conference{prmc25,
author={Siting Chu},
title={Brand Positioning and Cultural Identity: An Innovative Analysis of CHAGEE Marketing Model},
booktitle={Proceedings of the 2nd International Conference on Public Relations and Media Communication - Volume 1: PRMC},
year={2025},
pages={307-312},
publisher={SciTePress},
organization={INSTICC},
doi={10.5220/0013990800004916},
isbn={978-989-758-778-8},
}

in EndNote Style

TY - CONF

JO - Proceedings of the 2nd International Conference on Public Relations and Media Communication - Volume 1: PRMC
TI - Brand Positioning and Cultural Identity: An Innovative Analysis of CHAGEE Marketing Model
SN - 978-989-758-778-8
AU - Chu S.
PY - 2025
SP - 307
EP - 312
DO - 10.5220/0013990800004916
PB - SciTePress