A Study on the Localization Marketing Strategies of Tea Beverage Brands from the Perspective of Brand Narratives

Abstract

Under the intertwined background of globalization and localization, tea, a traditional beverage with deep cultural connotations, is continuously integrating with modern consumer culture and is being revitalized in people's daily life. Brand narrative, as a key strategy in brand building, helps to enhance brand recognition and loyalty by building brand stories that resonate with consumers' emotions. In this paper, we take Chinese local tea beverage as the research object, and systematically analyze its practice path in localization marketing strategy and its effect evaluation from the perspective of brand narrative. Through qualitative and quantitative data, it analyzes the relationship between brand narrative approach and localization marketing effect, as well as the role of regional culture on brand narrative effect. The study proposes the symbiosis model of “region-narrative”, the multiple touchpoints effect of cultural identity, and the elastic adaptation mechanism of narrative communication, to explore the universality and differentiation of the practical path of brand narrative.