Branding Strategies For Georgian Wine Producers
Volume 1 - Issue 3, September 2017 Edition
[Download Full Paper]
Branding, Wine, Product, Package, Label, Price.
Nowadays markets proceed to grow and competition, within the businesses are getting more ferocious. This simply means that companies cannot succeed only to have products or services. The 21st century and globalization of businesses gave direction to adjust business models to the new environment and to increase importance of international brand management. Brands are the most abiding corporate assets, which ensure durable economic benefits for the companies. People receive delight from wine for over 8000 years and it was one of the first products which were broadly traded. The industry is on the stage of maturing and is saturated with different brands. It is getting harder and harder to differentiate wine brands from each other. Wineries need to have a clear marketing and financial objectives to achieve a favorable outcome in the market.
 Austrian Wine (2013): Austrian Wine in Depth. URL: http://www.austrianwine.com/about-us/publications/training-documents/, [date accessed: 03.04.2017]
 Brostrom, G./Brostrom, J. (2009): The Business of Wine. An encyclopedia. United States of America: Greenwood publishing group.
 Castaldi, R./Cholette, S./Hussain, M. (2006): A Country-level Analysis of Competitive Advantage in the Wine Industry. In: International wine business research conference, Vol. 3. pp. 1-12.
 Chaters, S. (2006): Wine and Society. The Social and Cultural Context of a Drink. Oxford: Elsevier Butterworth-Heinemann.
 Davidson, N. et al (2009): The South African Wine Cluster. Microeconomics of competitiveness. URL: http://www.isc.hbs.edu/pdf/Student_Projects/SouthAfrica_Wine_2009.pdf, [date accessed: 15.05.2017]
 Deloitte (2012): Vintage 2012. New Zealand wine industry benchmarking survey. URL: http://www.deloitte.com/assets/Dcom-NewZealand/Local%20Assets/Documents/Industries/Wine/nz_en_Vintage_2012_Wine_Survey.pdf, [date accessed: 15.05.2017]
 Georgian Wine Association (2011): Sector Export Market Development Action Plan. URL: http://www.gwa.ge/upload/file/ENG_Sector_Export_Market_Development_Action_Plan.pdf, [date accessed: 03.03.2017]
 Kotler, P. et al (2009): Marketing Management. England: Pearson Education.
 Lockshin, L. et al (2006): Using simulations from discrete choice experiments to measure consumer sensitivity to brand, region, price, and awards in wine choice. In: Food Quality and Preference, Vol. 17, pp. 166-178.
 Marsh, I./Shaw, B. (2000): Australiaâ€™s Wine Industry: Collaboration and learning as Causes of Competitive success. URL: http://www.strategic-partnership.tsemedia.com/f/wine_study.pdf, [date accessed: 07.06.2017]
 Mooij, M. (2010): Global Marketing and Advertising. Understanding cultural paradoxes, 3rd ed., United States of America: SAGE publications.
 Moulton, K./Lapsley, J. (2001): Successful Wine Marketing. Unites States of America: Springer.
 NZIER (2006): Economic Impact of the New Zealand Wine Industry. URL: http://www.nzwine.com/assets/sm/upload/v9/q6/e9/ls/NZIER_Rep_April_09.pdf, [date accessed: 17.05.2017]
 Resnick, E. (2008): Wine Brands. Success Strategies for New Markets, New Consumers and New Trends. New York: Palgrave Macmillan.
 Shankar, V./Carpenter, G. (2012): Handbook of Marketing Strategy. UK: Edward Elgar.
 USDA Foreign Agricultural Service (2012): Argentina: Wine Annual. URL: http://gain.fas.usda.gov/Recent%20GAIN%20Publications/Wine%20Annual_Buenos%20Aires_Argentina_3-2-2012.pdf, [date accessed: 01.07.2017]
 USDA Foreign Agricultural Service (2013): The South African Wine Industry: Production, Consumption and Trade. URL: http://gain.fas.usda.gov/Recent%20GAIN%20Publications/Wine%20Annual_Pretoria_South%20Africa%20-%20Republic%20of_3-14-2013.pdf, [date accessed: 01.07.2017]
 Wagner, P./Olsen, J./Thach, L. (2006): Wine Marketing & Sales. Success strategies for a saturated market. South San Francisco: The wine appreciation guild.
 Wine Institute (2012): California Wine Profile 2012. URL: http://www.wineinstitute.org/files/CA%20Wine%20Stat%20Profile%202012.pdf, [date accessed: 09.06.2017]
 Wheeler, A. (2006): Designing Brand Identity. A complete guide to creating, building, and maintaining strong brands, 2nd ed., New Jersey: John Wiley & Sons.
 World Bank (2013): Georgia Partnership Country Program Snapshot. URL: http://www.worldbank.org/content/dam/Worldbank/document/Georgia-Snapshot.pdf, [date accessed: 15.05.2017]