Auditing regional wine brands : the Merlot Ticino case
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Zamparini, Alessandra
Istituto per la comunicazione aziendale (ICA), Facoltà di scienze della comunicazione, Università della Svizzera italiana, Svizzera
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Lurati, Francesco
Istituto per la comunicazione aziendale (ICA), Facoltà di scienze della comunicazione, Università della Svizzera italiana, Svizzera
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Illia, Laura
Judge Business School, University of Cambridge, UK
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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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Language
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Classification
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Information, communication and media sciences
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License
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License undefined
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Identifiers
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RERO DOC
9015
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ARK
ark:/12658/srd1318067
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Persistent URL
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https://n2t.net/ark:/12658/srd1318067
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