The World of Brands

Pierre Mora
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Pierre Mora: KEDGE Business School

Chapter 9 in Wine Positioning, 2016, pp 179-210 from Springer

Abstract: Abstract This chapter presents a series of wine brands in the world. For each brand, the reader will find three elements : components of its identity, apparent marketing policy, suggestions for differentiation. The analizes are based on perceptions, by definition limited to available information for the public, that is to say the most frequent situation for “an average consumer” in the world.

Keywords: Customer Relationship Management; White Wine; Grape Variety; Mass Market; 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_9

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DOI: 10.1007/978-3-319-24481-5_9

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