Università della Svizzera italiana

Auditing regional wine brands : the Merlot Ticino case

Zamparini, Alessandra ; Lurati, Francesco ; Illia, Laura

Small winemaking regions worldwide face intense competition from global brands; as such, their challenge is to promote brands that tell the unique story of the collectivity of regional wineries in order to achieve a favorable reputation for the regional product. This paper introduces a method to audit the communication of regional wine brands, drawing upon branding and corporate identity...