從很多的實際的案例及行銷研究發現，品牌形象可以讓消費者根據過去的各種經驗很清楚的了解產品的品質、特性等，以減少消費者在選購商品時搜尋的成本，消費者可以假定並合理地預測有關他們對該品牌所認知的訊息。因此，以消費者為中心的思潮成亦了今日市場發展的必然趨勢，而消費者永遠有尚未滿足，甚至有尚未發掘出的需要。本文的主旨即在探討品牌形象與消費者需求之關聯性，在本文中利用「因素分析」、「信度分析」及「效度分析」、「卡方分配適合度檢定法」及「相關係數」等方法分析國內各茶飲料品牌形象構面，以檢測現有即飲茶品牌是否符合消費者所期望的核心價值，評估現有品牌與理想品牌形象之間的契合點與落差點，以做為強化品牌力的參考方向，能同時瞭解市場上主要競爭品牌的狀態，亦可趁機找到市場空隙，做為建立新品牌的利基。
經實證結果得知九個茶飲料品牌的品牌形象概念在功能性與經驗性相對於象徵性上有較顯著的表現，但是，經卡方檢定結果發現品牌間的品牌形象變數仍有差異，換言之，即表示在消費者心理層面仍有未被滿足的需求。因此，本研究即根據消費者的需求出發，分別探討需求相對於茶飲料品牌形象的關聯性。實證結果顯示茶飲料品牌中，功能性較強的品牌符合消費者「生理需求」、「安全需求」、「尊重需求」、「自我實現需求」及「知識與理解需求」等；經驗性較強的品牌符合消費者「安全需求」、「歸屬與愛的需求」、「尊重需求」、「自我實現需求」及「審美需求」等；象徵性較突出的品牌則符合消費者「尊重需求」、「自我實現需求」與「審美需求」等。

Previous examples and marketing researches show that a brand image provides the consumers a better understanding of quality and specialty of the company. The brand image reduces the cost because consumers are able to predict the information regarding this product. The objective of the study is to analyze the relationship between the brand image and consumer demand of the soft drink tea. We use the factor analysis, reliability analysis, chi-square of fit test and correlation coefficient to analyze the market position of competitor and discover market opportunity.

The results show that the functional brand image adapts to the physical needs, safety needs, esteem needs, self-actualization needs, knowledge and understanding needs from the customers. The experiential brand image adapts to the safety needs, belongingness and love needs, self-actualization needs and aesthetic needs of the customer. The symbolic brand image is especially adapted to esteem needs, self-actualization needs and aesthetic needs of the consumer.

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