9.1 Branding

Question 1

How do the CIM define a brand?

Answer 1

• set of physical attributes of a product/service
  + together with beliefs surrounding it

= unique combination to evoke something in the mind of the audience

Question 2

In which 12 ways could a brand generate a positive mind in the consumers mind?

Answer 2

1. ) substance
2. ) consumer trust
3. ) consumer engagement
4. ) brand story
5. ) price premium
6. ) longevity
7. ) String brand name
8. ) brand position
9. ) private label
10. ) ladder brand
11. ) soft brand
12. ) luxury brand

Question 3

substance

Give the key fact about it!

Answer 3

1. ) consistently same quality and style

e. g. non vintage house style champagne

Question 4

consumer trust

Give the 2 key facts about it!

Answer 4

1. ) related to substance
2. ) buy the favored wine

e.g. important for supermarket own branded wines

Question 5

consumer engagement

Give the 2 key facts about it!

Answer 5

1. ) closeness of relationship
2. ) careful with brand changes
   e. g. labelling

Question 6

brand story

Give the 2 key facts about it!

Answer 6

1. ) most valuable attributes?

2. ) emotional attachment between brand & consumer!

Question 7

brand story:

Give 6 example-question related to telling the story of a wine!

Answer 7

1. ) producers history
2. ) producing for generations?
3. ) older vines?
4. ) single vineyard?
5. ) philosophy (organic/biodynamic/natural)?
6. ) story behind the name of the wine? (kids)

Question 8

price premium

Give the key fact about it!

Answer 8

1.) higher prices = seen as “guarantee of quality”

Question 9

longevity

Answer 9

E.G. Gallo & Robert Mondavi

Question 10

strong brand name

Give the 5 key facts about it!

Answer 10

1. ) correct brand name is important
2. ) easy to remember/easy to pronounce
3. ) consider different languages !
   e. g. MIST (Made in Saint-Tropez)
4. ) regarding to geographical features
   e. g. Cloudy bay, Terrazas de los andes
5. ) regarding to founders name

Question 11

List the 5 most relevant aspects of branding / types of branding!

Answer 11

1. ) brand position
2. ) private label
3. ) ladder brand
4. ) soft brand
5. ) luxury brand

Question 12

brand positioning:

which 4 indicators are used for figuring out where the brand sits?

Answer 12

1. ) value
2. ) standard
3. ) premium
4. ) super-premium

Question 13

Give 5 key facts about brand positioning!

Answer 13

1.) set at launch + particular price point
2.) competition = maybe lower the price
3.) raise brands position by modernising, updating etc.
e.g. cockburns port
4.) consider the cheaper end of market
= volume sales
5.) position varieties of brands !

Question 14

private label

Give the 4 key facts about it!

Answer 14

1. ) supermarkets, deep discounter, larger bar chains
2. ) popular producers
3. ) maybe no producers name on bottle
4. ) only available there !

Question 15

ladder brands:

Name the 3 rungs of ladder brands!

Answer 15

1.) accessible
= least expensive = consumer buys most often

2.) stretch
= affordable; special occasions

3.) aspiration
= most prestigious

Question 16

ladder brands:

Give an example of it related to every rung!

champagne & still wine

Answer 16

chamapagne:

1. ) accesible = Pol roger non-vintage
2. ) stretch = Pol Roger vintage
3. ) aspiration = Pol Roger cuvée winston churchill

still wine:

1. ) accesible = Bourgogne Rouge
2. ) stretch = Gerry Chambertin
3. ) aspiration = Le Chambertin Grand Cru

Question 17

What could be the threat of a ladder brand?

Answer 17

1. ) may not work with low-involvement consumers

2. ) maybe no identity of the aspiration wine with the other rungs

Question 18

soft brand

Give the 3 key facts about it!

Answer 18

1.) country (brand Australia), region (Rioja),
GI (Pouilly fumé), grape variety (Merlot)
2.) feature of leading brands
3.) IMPORTANT in wine industry
e.g. GI = benefit for small producers

Question 19

luxury brand

Give the 4 key facts about it!

Answer 19

1. ) super-premium wines
2. ) scarcity = affordable by only a few consumers
3. ) no expenses spared = e.g. winemaking
4. ) sponsorship / most upmarket retailers

Question 20

Name the 10 most powerful wine brands in 2020!

Answer 20

1. ) yellow tail (Australia)
2. ) Casillero del Diablo (Chile)
3. ) Gallo family vineyards (USA)
4. ) Jacob´s Creek (Australia)
5. ) Barefoot (USA)
6. ) Gato Negro (Chile)
7. ) Carlo Rossi (USA)
8. ) Frontera (Chile)
9. ) JP Chenet (France)
10. ) Mouton Cadet (France)

= widespread awareness !!