Purpose – This paper aims to study the consequences of listing national brands in discounters. Is the discount channel a promising outlet for manufacturer brands? Is it an effective means to attract new buyers? Which combination of brand and discount destination at which price is best suited...

Research studies have proven that place-based/regional branding methods have a positive effect on brand equity and economic benefits for companies. However, very small or specific regions may be confusing to consumers, so conjunctive labeling - or the process of advertising both a larger region...

Thesis (MBusiness-Research)--University of South Australia, 2004

This research explores the complexities of wine studies, emphasizing the intricate relationship between grape varieties, terroir, and the chemistry of wine. The study underscores the importance of terroir, which captures the unique combination of soil, climate, and geographical factors that...

This study set out to uncover brand positioning configurations by presenting state-ofthe- art brand management literature and applying a novel, mixed-methods approach to examine the under-researched wine industry transformation towards open innovation in branding. German winery brands were...