Auditing regional wine brands

Zamparini, Alessandra; Lurati, Francesco; Illia, Laura

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Auditing regional wine brands : the Merlot Ticino case

Zamparini, Alessandra Istituto per la comunicazione aziendale (ICA), Facoltà di scienze della comunicazione, Università della Svizzera italiana, Svizzera
Lurati, Francesco Istituto per la comunicazione aziendale (ICA), Facoltà di scienze della comunicazione, Università della Svizzera italiana, Svizzera
Illia, Laura Judge Business School, University of Cambridge, UK

2008

small and medium sized wineries

English 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.

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