Wine Brand: Take It Easy?

Pierre Mora
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Pierre Mora: KEDGE Business School

Chapter 5 in Wine Positioning, 2016, pp 55-79 from Springer

Abstract: Abstract The aim of this chapter is to understand what a wine brand is. We will see what is the “promise of a brand” and how it can represent a key factor for success.

Keywords: Carbon Footprint; Distribution Channel; Brand Equity; Private Label; Geographical Indication (search for similar items in EconPapers)
Date: 2016
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Persistent link: https://EconPapers.repec.org/RePEc:spr:mgmchp:978-3-319-24481-5_5

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DOI: 10.1007/978-3-319-24481-5_5

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