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dc.contributor.author
Nikou, Kostas
en
dc.date.accessioned
2015-06-19T11:01:40Z
dc.date.available
2015-09-27T05:58:12Z
dc.date.issued
2015-06-19
dc.identifier.uri
https://repository.ihu.edu.gr//xmlui/handle/11544/455
dc.rights
Default License
dc.title
Branding wine as a luxury product
en
heal.type
masterThesis
heal.secondaryTitle
Two cases from Amyndeon appellation
en
heal.language
en
heal.access
free
el
heal.license
http://creativecommons.org/licenses/by-nc/4.0
heal.recordProvider
School of Economics, Business Administration and Legal Studies, Executive MBA
heal.publicationDate
2015-03
heal.bibliographicCitation
Nikou Kostas, 2015, “Branding wine as a luxury product: Two cases from Amyndeon appellation”,Master's Dissertation,International Hellenic University
en
heal.abstract
During the last two decades, in the Amyndeon appellation, new upscale investments have been implemented and the respective wineries present a significantly quality effort, with their products traveling across dozens of countries at prestigious points of sale, as well as at a high price range. Based upon case studies, this research sought to examine whether these two wineries incorporate in a systematic way, the luxury wine branding practices and components proposed and observed by other world renowned luxury wineries. Results highlight that these two cases - and hence other high-quality wineries as well – need to incorporate in a more systematic and professional way the luxury branding, since their existing practices are on the right track but are not enough. Finally, the need for mass promotion has to be combined with specialized and already existing focused promotion.
en
heal.tableOfContents
1. Introduction ...................................................................................................................... 5 2. Literature Review .............................................................................................................. 7 2.1. Introduction/History ................................................................................................. 7 2.2. Wine branding........................................................................................................... 8 2.3. Luxury branding ...................................................................................................... 12 2.4. Wine Luxury branding............................................................................................. 18 3. Methodology ................................................................................................................... 24 4. Findings / Data Analysis ................................................................................................. 29 5. Interpretation of findings / Discussion .......................................................................... 37 5.1. Foundation and Development ............................................................................... 37 5.2. Product Line ............................................................................................................ 39 5.3. Economic Data & Corporate Performance ............................................................. 41 5.4. Product Integrity: .................................................................................................... 42 5.5. Value-driven Emergence: ....................................................................................... 43 5.6. Culture/History: ...................................................................................................... 44 5.7. Marketing/Endorsements: ..................................................................................... 45 6. Conclusion and Recommendations ................................................................................ 47 7. List of References ............................................................................................................ 49 8. Appendices ...................................................................................................................... 54
en
heal.advisorName
Andriopoulos, Costas
en
heal.committeeMemberName
Andriopoulos, Costas
en
heal.committeeMemberName
Katsaliaki, Korina
en
heal.committeeMemberName
Achillas, Charis
en
heal.academicPublisher
School of Economics and Business Administration, Executive MBA programme
en
heal.academicPublisherID
ihu
heal.numberOfPages
61
heal.fullTextAvailability
true


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