The Renaissance of Commandaria-A Strategic Branding Prescriptive Analysis

Vrontis, Demetris and Thrassou, Alkis (2011) The Renaissance of Commandaria-A Strategic Branding Prescriptive Analysis. Journal for Global Business Advancement, 4 (4). pp. 302-316.

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Abstract

This paper provides the theoretical basis and contextual foundation for the commercial rebirth of Commandaria and the reconstruction of its brand. Its findings are based on the results of a research project, funded by the Cyprus Research Promotion Institute. The research provided strategic marketing data and guidance towards the improvement of the Commandaria brand on a local and global basis. This paper?s methodology included 20 in-depth interviews, secondary data search and analysis and theoretical research; and it constitutes the second, prescriptive part, of the Commandaria research project. This paper has reached a number of conclusions, that both stress the need for extensive and comprehensive branding for Commandaria, and set the strategic basis for its development.

Item Type: Article
Uncontrolled Keywords: Commandaria , strategic branding , marketing data , wine , sweet wines , alcohol , brands , brand reconstruction , Cyprus Research Promotion Institute , brand improvement , competitive advantage , globalisation , business advancement
Subjects: H Social Sciences > H Social Sciences (General)
H Social Sciences > HF Commerce
Divisions: Schools and Research Institutes > Business School > Business and Human Resource Management
Research Priority Areas: Applied Business Research
Depositing User: Ineke Tijsma
Date Deposited: 05 May 2015 10:13
Last Modified: 05 May 2015 10:13
URI: http://eprints.glos.ac.uk/id/eprint/1819

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