Branding and Marketing Communication in the Field of Wine: The Experiences of Spanish Denominations of Origin to Build Brand Territory

Abstract

industry contributes to the image and positioning of the different regions, thus creating a distinct positioning and promoting the area’s identity and values; b) Analyze the content, strategies, and communication messages of the Denominations of Origin (of wine) across Spain. Through content analysis, combined with discourse analysis of the advertising strategies of a significant sample of Denominations of Origin (66 campaigns), we seek to establish variables for analysis and categorization of objectives, strategies, and discursive constructions that brands develop in their communication policies. Among the main results to highlight, the group of brands under scrutiny focused on the characteristics of the product while other strategies highlighted the values of the territory as main positioning values, that is, they served to communicate key aspects of the territory.