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- W2184577265 abstract "Traditionally, the wine industry followed a brand versus an ‘appellation’ marketing strategy. Today, new consumers, discovering a product that can be very complex, leave their mark on a global industry. Many observers believe that a brand orientation is better suited to meet current expectations. Yet, others content that one can make just as strong a case for an approach based on the ‘appellations’ system, that is considered to be more efficient, especially with better educated consumers. This paper presents aspects of branding policies along with their strengths and limitations. The analysis is illustrated by three case studies representing different sections of the wine market: • Australia, the leading country for wine brands. • Chile, which has experienced the fastest growth in sales in recent years; and • France, one of the oldest, truly international wine brands. Finally the paper explores why wine branding efficiency differs between the ‘Old’ and the ‘New World’." @default.
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- W2184577265 date "2009-01-01" @default.
- W2184577265 modified "2023-09-27" @default.
- W2184577265 title "IS BRANDING AN EFFICIENT TOOL FOR THE WINE INDUSTRY? THREE CASE STUDIES" @default.
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