Be at One with the Community

Michael Beverland
Additional contact information
Michael Beverland: RMIT University

Chapter Chapter 8 in Building Brand Authenticity, 2009, pp 141-157 from Palgrave Macmillan

Abstract: Abstract One can’t help but be entranced by Chateau Margaux. The estate grounds and signature building are simply stunning. The walk (or drive) down the tree-lined driveway is simply romantic. And the wine — well if you can get it, it’s to die for. The wine itself is a product of place — both of the area ‘Margaux’, the unique topography of the estate itself, and centuries of estate and Bordeaux winemaking tradition. The brand is much more than this. No discussion of wine history can be had without mentioning the wines of Bordeaux, the 1855 Bordeaux Classification (which gave Chateau Margaux Grand Cru status), the Grand Cru Estates (of which Margaux is one of just five), and the wines themselves. Quite simply, for wine lovers, it is impossible to imagine a wine world without Chateau Margaux given that the estate is so embedded in the shared history of the wine trade. Much of the authenticity of the brand comes from its connection to time, place, and culture.

Keywords: Tata Motor; Star Trek; Luxury Brand; Fair Trade Movement; Brand Partner (search for similar items in EconPapers)
Date: 2009
References: Add references at CitEc
Citations:

There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-0-230-25080-2_8

Ordering information: This item can be ordered from
http://www.palgrave.com/9780230250802

DOI: 10.1057/9780230250802_8

Access Statistics for this chapter

More chapters in Palgrave Macmillan Books from Palgrave Macmillan
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().