...Tayla Jeffery; Martin Hirche; Margaret Faulkner; Bill Page; Giang Trinh; Johan Bruwer; Larry Lockshin Purpose The purpose of this study is to examine branding consistency for wine labels. The front label on wine bottles is important for identifying the brand and aiding purchase. Many brands...

...Luca Rossetto; Luigi Galletto Purpose The purpose of this paper is to analyze the market of rosé wines in Italy, to outline retail strategies and to investigate to what extent the price is affected by branding these wines. Design/methodology/approach A survey has been carried out on retailers...

...Linda D. Hollebeek; Roderick J. Brodie Purpose The purpose of this paper is to develop a conceptual model that examines wine channels typified by differing levels of service orientation, and resulting branding implications based on consumer involvement and value co‐creation properties. Examples...

...Isabella M. Chaney Over the last decade there has been an increase in the development of products sold as own label brands. The major UK grocery multiples have successfully employed this strategy, gaining more than half the grocery market with their own branded products. Supermarkets have...

...Christian Felzensztein 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...

...David Gilbert; Victoria Stabb This article discusses the important role that branding can play in the development of Service Industry marketing strategy. It outlines the evoloution of the traditional British public house (pub), the implementation of branding on the pub leisure retail (PLR) industry...

...Michelle Rasmussen; Larry Lockshin As Australia embarks on the new millennium, marketers must understand the basis of consumer choice, both domestically and internationally. Generally, brands are becoming globalised (Boze and Patton, 1995), but the wine industry provides an interesting example...

...Tim Knowles; Michael J. Howley Whilst the traditional English public house still represents the largest part of the market, its share is falling with the introduction of themed branded establishments. The UK's pub retailers have over the past five years reacted to a developing society whereby...