1. Context
Wine branding is important across the price spectrum from the likes of Blossom Hill to Château Lafite-Rothschild. Many in the industry strive to create and sustain wine brands, but do consumers benefit from them as much as those who own them?
2. Strategy and required sections
a) Presentation and structure:
Assignments should include a declared word count and a bibliography correctly referenced throughout the body of the text. Footnotes should be used only for the referencing of research sources. Appendices should be used appropriately and discreetly.
b) What a wine brand is:
The candidate should give a definition of “brand” in the context of wine. Why is branding so important for producers and retailers?
c) Successful wine branding:
The candidate should explain what successful wine brands have in common. What are the marketing tools available to ensure the continuing success of such brands?
d) Advantages and disadvantages:
The candidate should discuss the advantages and disadvantages of wine brands for consumers
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