Brand Building: From Geographical Indication to International Brand
Xiaopeng Zhang *
College of Foreign Studies, Guilin University of Technology, Guilin, China.
Huofeng Tang
College of Foreign Studies, Guilin University of Technology, Guilin, China.
Limin Chen
College of Foreign Studies, Guilin University of Technology, Guilin, China.
*Author to whom correspondence should be addressed.
Abstract
Guangxi tea, particularly Liupao tea, faces challenges in developing a recognisable international brand despite its geographical indication status, distinctive production traditions and historical links with Southeast Asia. This chapter examines how its place-based identity and cultural heritage can inform a coordinated approach to international brand development. Drawing on the manuscript's SWOT analysis, target-market discussion and descriptions of branding initiatives, the chapter addresses five related dimensions: brand positioning, visual identity, integrated communication, geographical-indication protection and coordination between regional and enterprise brands. The proposed positioning, "Mellow Heritage, Nature's Choice", combines Liupao tea's sensory characteristics with its historical and ecological associations. Recommendations for visual identity include consistent English naming, a culturally informed logo, a coordinated colour palette and packaging adapted to different consumer groups. The communication framework encompasses government-supported exhibitions and exchanges, enterprise-led market activities, cultural storytelling and digital channels. Geographical-indication protection is considered alongside overseas trademark registration, quality supervision and regulated use of the special mark. The chapter also distinguishes the coordinating function of the regional brand from the differentiated positioning of individual enterprises. Together, these dimensions offer an integrated framework for presenting Liupao tea's identity to international audiences and organising brand-building efforts. The framework is a strategic proposal; it does not establish measured effects on consumer awareness, purchasing behaviour or overseas market performance.
Keywords: Guangxi tea, Liupao tea, geographical indications, international branding, brand positioning, cultural heritage, visual identity, brand communication, trademark protection, regional brands, enterprise brands, market differentiation