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Branding moldavian wines

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dc.contributor.author BUGAIAN, Larisa
dc.contributor.author LAZAR, Diana
dc.contributor.author GHETIU, Sergiu
dc.date.accessioned 2019-11-07T12:56:11Z
dc.date.available 2019-11-07T12:56:11Z
dc.date.issued 2012
dc.identifier.citation BUGAIAN, Larisa, LAZAR, Diana, GHETIU, Sergiu. Branding moldavian wines. In: Modern technologies, in the food industry–2012: proc. of the intern. conf., November 1–3, 2012. Chişinău, 2012, vol. 2, pp. 367-373. ISBN 978-9975-80-645-6. en_US
dc.identifier.isbn 978-9975-80-645-6
dc.identifier.uri http://repository.utm.md/handle/5014/6348
dc.description.abstract The concept of Wine Brand Image is the national wine entity’s meaning, or, in other words, “what the national wine entity stands for” in the mind of consumers. According to the brand image model, brand image might be determined by the following elements: features, attributes, benefits, emotional imagery, experience imagery and consumer imagery. All of the above are distilled into a short phrase that conveys the national wine entity’s distinctive meaning, or else, its “competitive positioning”. Moldovan wine industry recognizes the need to have a much better and consistent promotion on the target markets. Since the Russian market is not permanently accessible, the producers think about approaching other target markets while using a more classical approach. This article contains some basic ideas of a possible scenario for Moldova to develop and promote wine industry country brand. These ideas are collected from the experience of other countries and from expert’s opinion about the possible scenario. en_US
dc.language.iso en en_US
dc.publisher Tehnica UTM en_US
dc.rights Attribution-NonCommercial-NoDerivs 3.0 United States *
dc.rights.uri http://creativecommons.org/licenses/by-nc-nd/3.0/us/ *
dc.subject wine en_US
dc.subject brand en_US
dc.subject branding en_US
dc.subject marketing en_US
dc.title Branding moldavian wines en_US
dc.type Article en_US


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