Abstract
Purpose – The purpose of this paper is to examine brand knowledge of wines produced in a selected Portuguese viticulture area. More specifically, we intend to understand how consumers organise brands that have the highest awareness in their memory in terms of perceived personality traits. Design/methodology/approach – A survey was developed to assess brand awareness of Portuguese green wine brands and brand personality using Aaker’s brand personality framework. Multiple correspondence analysis was used in this study to present the relative positioning of the top-of-mind green wine brands. Findings – Despite the large number of green wine brands available on the market, six brands dominate in terms of brand awareness. Top-of-mind green wine brands are marked with clear and distinctive brand personality, and a small subset of brand personality attributes serve as significant criteria for brand positioning. Practical implications – The results of the present study could be beneficial for academics and practitioners, as it reveals that the top-of-mind brands within a specific viticulture area could exhibit a clear positioning based on personality traits. Therefore, brand personality traits might provide a mechanism for wine managers to distinguish or differentiate their wines. Originality/value – This work contributes to the findings of previous studies held to study brand personality perceptions. From a theoretical point of view, this paper reflects the usage of one the most popular instruments for brand personality measurement in a wine market context.
Highlights
The wine market is characterised by an ever-increasing plethora of brands that compete against each other (Jarvis and Goodman, 2005)
A majority of 73.5% of the respondents bought green wine mainly at grocery stores, 15.5% directly from the producer and 11% from wine shops
Brand knowledge is known to influence consumers’ reactions to brand related stimuli and to determine whether particular wines will be chosen over other wine brands
Summary
The wine market is characterised by an ever-increasing plethora of brands that compete against each other (Jarvis and Goodman, 2005). It has become increasingly difficult to differentiate any wine product from its competitors in what has become an extremely fragmented market. Wines that achieve greater brand awareness are more likely to be chosen by discerning consumers (Koll and von Wallpach, 2009). Marketers are increasingly concerned with getting their brands known and recognised by ensuring that these brands are distinct from others based on brand personality traits (Parker, 2009). Brand personality is a key element of any successful brand (Eisend and Stokburger-Sauer, 2013) and needs to be viewed as a vital component of brand positioning and differentiation strategies (Valette-Florence and De Barnier, 2013). The conceptualisation of brands as personalities enables marketers to position their brands through emotional attributes and to develop enduring consumer-brand relationships (Ahmad and Thyagaraj, 2014)
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