...Antonio Spiga; Jean-Marie Cardebat Purpose The brand identity–image gap is a well-known marketing field. However, very little academic work has been done within the wine industry regarding collective brands. With the aim of filling this gap, this paper analyzes and describes the relationship...

... may also, in practice, be used by other sectors and countries. Originality/value This work contributes to the understanding of the shared brand’s concept, including geographical indications, collective brands and the sector brands. The proposition that shared brands provide sustainable competitive...