Approaches to Global Branding: The Chilean Wine Industry and the UK Market Available to Purchase

This paper will consider global branding in international markets and specifically global marketing strategies as applied to the Chilean wine industry. This will be completed mainly by secondary data research and a comprehensive literature review. In the first part, the central arguments of selected writers about global brands, their standardisation, adaptation and customisation processes will be analysed. The second part of this paper will illustrate the changes in the global wine industry, the general situation of Chile in this sector, as well as the situation of the Chilean wine industry in the UK analysing the main characteristics of this market. Additionally, the paper will exemplify what individual wineries are doing in the UK marketplace and examine the factors affecting the possible creation of global brands for Chilean wine. Finally, the conclusion will suggest that brand recognition as well as the country of origin effect could be strong marketing tools for Chilean wines.