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.

Full text not available from this repository.


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 > Gloucestershire Business School > Strategy, Enterprise Leadership and Management
Research Priority Areas: Applied Business & Technology
Depositing User: Ineke Tijsma
Date Deposited: 05 May 2015 10:13
Last Modified: 01 Aug 2021 21:30

University Staff: Request a correction | Repository Editors: Update this record

University Of Gloucestershire

Bookmark and Share

Find Us On Social Media:

Social Media Icons Facebook Twitter Google+ YouTube Pinterest Linkedin

Other University Web Sites

University of Gloucestershire, The Park, Cheltenham, Gloucestershire, GL50 2RH. Telephone +44 (0)844 8010001.