Benchmarking branding practices in the Australian wine industry /
Files
(Published version)
Date
2020
Authors
Jeffery, Tayla
Editors
Advisors
Journal Title
Journal ISSN
Volume Title
Type:
thesis
Citation
Statement of Responsibility
Conference Name
Abstract
The Australian wine industry is characterised by the plethora of choices - brand, variety, region, year, price – available to consumers. This thesis provides a descriptive understanding of the incidence and prominence of the aforementioned wine attributes on Australian wine labels. Spanning 300 wine labels across 60 wine brand product variants, this research extends wine choice literature from experimental design into understanding the actual landscape of choices consumers currently face in-store and on label. This thesis supports previous wine literature, finding variety, region and brand to be the most frequently used wine attributes on front label. Furthermore, this thesis looked at the consistency of branding – an important facet of building a brand identity - within wine brands’ product ranges. Finding logo and colour had the greatest impact on branding variance.
School/Discipline
University of South Australia. Ehrenberg-Bass Institute for Marketing Science.
Ehrenberg-Bass Institute for Marketing Science.
Ehrenberg-Bass Institute for Marketing Science.
Dissertation Note
Thesis (Masters by research(Marketing & related studies))--University of South Australia, 2020.
Provenance
Copyright 2020 Tayla Jeffery.
Description
1 ethesis (xvi, 141 pages) :
colour illustrations, colour charts.
Includes bibliographical references (pages 126-141)
colour illustrations, colour charts.
Includes bibliographical references (pages 126-141)
Access Status
506 0#$fstar $2Unrestricted online access