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Geisenheim workshop: Building successful wine brands
Thu 17 November 2016, 13:00 – 17:00 CET
This series of workshops from Wine Intelligence will explain the latest in branding theory. We will explore what ‘brand’ means today, and what it means going forward from a brand architecture point of view.
Topics covered include the role of brand architecture for new and existing brands within wine, differentiating and communicating tiers within a brand architecture, latest trends in label, product and packaging design, and communicating brand and brand position.
Using case studies and examples to determine best practice for wine brands, the workshop will help you to view wine brands from the consumer’s perspective, rather than the producer’s or supplier’s.
You’ll also learn how to build a strong theoretical framework for developing your brand architecture, and how to create more powerful brand strategies both for your organisation and to share with your customers, enabling you to deliver a more relevant brand.
The workshop will start at 14:00, with a get-together beforehand at 13:00