Branding Flashcards
1
Q
Why is Branding considered important in the Wine World?
A
Wine is a luxury good, and people will buy wine which enhances their lifestyle, at their discretion. To gain recognition it is important to build an identity which is considered reputable.
2
Q
Where do brands exist?
A
Brands exist primarily in the consumer’s mind; it is a concept, idea.
3
Q
What does a Brand mean to the customer?
A
A brand gives consumer an identity
4
Q
How do brand concepts work together with other brand concepts?
A
Brand concepts can be congruent, meaning they make sense when put together, i.e. 4 and 20 meat pie, VB longneck. Luxury brands require high value
5
Q
What can a brand be in wine making?
A
- The wine itself; e.g. Grange
- A Producer; e.g. Wolf Blass
- Region; e.g. Yarra Valley
- Ideals; “Organic Vines & Wines”
