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
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2008
14
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.
- Language
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- English
- Classification
- Information, communication and media sciences
- License
- License undefined
- Identifiers
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- RERO DOC 9015
- ARK ark:/12658/srd1318067
- Persistent URL
- https://n2t.net/ark:/12658/srd1318067
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