Mastering an online brand strategy: The convergence of online brand identity and brand image within California's wine tourism industry

Abstract

Purpose

This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting-edge research and case studies.

Design/methodology/approach

This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context.

Findings

This research paper concentrates on the extent to which the brand identity messages pumped out by wine makers translate into the brand images transmitted by bloggers publishing relevant travel content online. The wine makers' intended message for consumers may be lost in the convergence gap between their understanding of their brand message and the perception of this by bloggers; therefore efforts to improve their communication strategy are advisable, to strengthen both the brand's unique characteristics and the brand loyalty of customers.

Originality/value

The briefing saves busy executives, strategists and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy-to-digest format.

Citation

(2019), "Mastering an online brand strategy: The convergence of online brand identity and brand image within California's wine tourism industry", Strategic Direction, Vol. 35 No. 10, pp. 13-14. https://doi.org/10.1108/SD-07-2019-0132