Zamparini, Alessandra Lurati, Francesco Illia, Laura 2008 Small winemaking regions worldwide face intense competition from global brands; as such, their challenge is to promote brands that tell the unique story of the collectivity of regional wineries in order to achieve a favorable reputation for the regional product. This paper introduces a method to audit the communication of regional wine brands, drawing upon branding and corporate identity literature. The proposed audit has several objectives: providing a picture of the communicated brand’s personality; checking gaps between intentions—that is, what winemakers want to communicate—and projections—that is, what formal communications actually project; delineating the potential target that communications address; checking the consistency of communications; and evaluating the expressiveness of wineries in communicating the regional wine brand. The paper further illustrates the audit using the case of the Swiss wine Merlot Ticino. application/pdf https://n2t.net/ark:/12658/srd1318067 https://susi.usi.ch/global/documents/318067 https://susi.usi.ch/documents/318067/files/wpca0803.pdf eng info:eu-repo/semantics/altIdentifier/ark/12658/srd1318067 info:eu-repo/semantics/openAccess License undefined Audit communications branding winemaking small and medium sized wineries info:eu-repo/classification/udc/65 Auditing regional wine brands : the Merlot Ticino case http://purl.org/coar/resource_type/c_816b