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Building brand salience for commodity‐based wine regions

Hervé Remaud (Ehrenberg‐Bass Institute for Marketing Science, University of South Australia, Adelaide, Australia)
Larry Lockshin (Ehrenberg‐Bass Institute for Marketing Science, University of South Australia, Adelaide, Australia)

International Journal of Wine Business Research

ISSN: 1751-1062

Article publication date: 20 March 2009

2860

Abstract

Purpose

The purpose of this paper is to discuss how a wine region should develop and position its brand using the best worst scaling (BWS) approach. A better understanding of the features that characterize a wine region is critical when raising the profile of a region and trying to capture wine consumers’ share of mind.

Design/methodology/approach

In this study, the degree of importance was measured of 13 features that can represent and characterize a wine region currently perceived as commodity‐based, using a questionnaire designed for the BWS approach.

Findings

The results mainly showed key similarities between the consumers and wine professionals regarding the features that can activate to raise the profile of the region. Findings also contradict the positioning recommended by industry groups and consultants.

Research limitations/implications

Using an original way to assess and measure features that would support regional brand salience, these findings confirmed the importance given to geographical names as well as activating a set of features.

Practical implications

The paper's findings suggest that the Riverland or any commodity‐based wine region would benefit from using a set of features in order to build their brand salience than relying on one single feature.

Originality/value

This paper provides preliminary findings showing the relevance of using the BWS approach when developing the key positioning messages for a wine region, or for other brands.

Keywords

Citation

Remaud, H. and Lockshin, L. (2009), "Building brand salience for commodity‐based wine regions", International Journal of Wine Business Research, Vol. 21 No. 1, pp. 79-92. https://doi.org/10.1108/17511060910948053

Publisher

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Emerald Group Publishing Limited

Copyright © 2009, Emerald Group Publishing Limited

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