Tools for Wine Differentiation and Positioning

Pierre Mora
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Pierre Mora: KEDGE Business School

Chapter 7 in Wine Positioning, 2016, pp 93-113 from Springer

Abstract: Abstract The purpose of this chapter is to propose a series of classic analysis tools and adapt them to the wine brand positioning and appellation differentiation within the context of a global overproduction.

Keywords: Volume Strategy; Brand Position; Brand Personality; Strategic Group; Wine Industry (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_7

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DOI: 10.1007/978-3-319-24481-5_7

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