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Reaching for Customer Centricity—Wine Brand Positioning Configurations

  • This study set out to uncover brand positioning configurations by presenting state-of-the-art brand management literature and applying a novel, mixed-methods approach to examine the under-researched wine industry transformation towards open innovation in branding. German winery brands were analyzed using a multimethod approach leaning on a novel netnographic methodology and multiple sources. The sample included 572 wineries from all 13 German wine regions with website text data and online review text data from each winery. The study identified nine prime words used to describe both brand identity as well as wine brand image. It revealed word–price clusters of brand identity and image. The results offer insights into communication and pricing opportunities for wine brand identity as well as image, thereby contributing to open brand innovation.

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Document Type:Article
Author:Marc Dressler, Ivan Paunovic
Parent Title (English):Journal of Open Innovation: Technology, Market, and Complexity
Article Number:139
Place of publication:Basel
Date of first publication:2021/05/23
Keyword:DWT-digital work transformation; SME innovation; family business; industry 4.0; networked innovation; push-pull strategies; servitization
Dewey Decimal Classification (DDC):3 Sozialwissenschaften / 33 Wirtschaft / 330 Wirtschaft
Entry in this database:2023/02/28