...Matteo Devigili; Tommaso Pucci; Lorenzo Zanni Purpose This paper aims to investigate the brand identity drivers used online by wineries and to assess cluster identity from the analysis of firms’ specific branding strategies. Design/methodology/approach Chianti, Chianti Classico and Brunello di...

...Guy Lincoln; Clare Elwood Williams The public house industry faces a mature and difficult future. Branding of pubs is on the increase as operators try to gain a competitive edge. Pub food outlets have led the way in pub branding, now operators are trying to develop the more “traditional” pub...

... in this policy, where the branding strategies of the major high street chains have developed the concept of “consumer as professional” in an effort to symbolically include some consumers in the mystique of the wine trade. This has been achieved by encouraging a process of consumer education, involving trade...