Creation and Implementation of Collective Brands: An Analysis of the Brazilian Wine Sector Challenges

Abstract

This study aims to understand how the creation and implementation of collective brands can contribute to reducing the challenges of selling national wines in the domestic market. An exploratory qualitative research was developed through 36 in-depth interviews with wine collective brands’ stakeholders such as the managers of government agencies, associations, and wineries. Data analysis was performed using the content analysis technique. The results indicate that the creation and implementation of collective brands for the Brazilian wine sector can contribute to the reduction of the challenges faced by the sector, such as high taxation, low per capita consumption, and the Brazilians’ lack of knowledge concerning the product. The theoretical contribution occurs by highlighting the collective brands’ contribution to reducing the challenges presented in the Brazilian wine sector. As a practical implication, the present research provides examples of collective brands' implementation that might be used to facilitate the application of this resource in other sectors and countries. The study’s originality lies in linking the wine sector challenges with possible benefits that come from the implementation of collective brands, suggesting how they can contribute to overcoming the sector challenges.