Building brand salience for commodity‐based wine regions
International Journal of Wine Business Research
ISSN: 1751-1062
Article publication date: 20 March 2009
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
:Emerald Group Publishing Limited
Copyright © 2009, Emerald Group Publishing Limited