Building brand equity and share of heart at Nassau Valley Vineyards

Abstract

Purpose

The aim of this paper is to describe an innovative promotional and product development approach that has implications for new product developers in consumer industries.

Design/methodology/approach

The case describes an approach to new product development and promotion. The organization's original name has been retained as well as individual managers' names.

Findings

The paper provides information and action approaches to new product developers that may reduce the risk of product failure. The subject company recognizes that third party competitive awards are public relations tools to build sales and product image. Their results offer direct implications for new product development and promotional teams in the wine industry. By extension, the implications may aid traditional companies outside of the wine industry.

Research limitations/implications

As in all case studies, the specific conditions found in one organization may not be found more generally in others. Readers are cautioned that the conclusions drawn in the case may have limited applicability.

Practical implications

The case depicts an innovative application of word of mouth generating quality competitions in boosting sales. It also depicts the use of consumer and expert opinions in selecting wines to submit for judging. Other organizations may find the technique of value in their own efforts.

Originality/value

The case is one of the first to describe a successful promotional technique that minimizes the reliance on advertising and concentrates on the product quality characteristics resulting from the product development process.

Citation

Pitta, D. (2007), "Building brand equity and share of heart at Nassau Valley Vineyards", Journal of Product & Brand Management, Vol. 16 No. 2, pp. 148-151. https://doi.org/10.1108/10610420710740025