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A Brand Equity Strategy for UltraPremium California Wines

A Brand Equity Strategy for UltraPremium California Wines Despite nearly universal agreement that ultrapremium California wines have reached a quality level which is on a par with the world's best, these wines have not captured the hearts and minds of many traditional buyers of the best wines in the international marketplace. These California wines face several competitive disadvantages the lack of a sustained track record over a long period of time comparatively small production levels the lack of an established pecking order and, a lessthanoptimal distribution system, among other factors. As a result, brand equity of California ultrapremium wines has suffered. This paper modifies and extends the paradigms of both Aaker and Keller by specifying a brand equity model that captures the dimensions of brand equity for ultrapremium California wine producers. Evaluating current marketing practice against the derived model, the authors suggest marketing strategies and tactics that may permit ultrapremium California wines to overcome many of their competitive disadvantages with the objective of enhancing brand equity. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png International Journal of Wine Marketing Emerald Publishing

A Brand Equity Strategy for UltraPremium California Wines

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Publisher
Emerald Publishing
Copyright
Copyright © Emerald Group Publishing Limited
ISSN
0954-7541
DOI
10.1108/eb008659
Publisher site
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Abstract

Despite nearly universal agreement that ultrapremium California wines have reached a quality level which is on a par with the world's best, these wines have not captured the hearts and minds of many traditional buyers of the best wines in the international marketplace. These California wines face several competitive disadvantages the lack of a sustained track record over a long period of time comparatively small production levels the lack of an established pecking order and, a lessthanoptimal distribution system, among other factors. As a result, brand equity of California ultrapremium wines has suffered. This paper modifies and extends the paradigms of both Aaker and Keller by specifying a brand equity model that captures the dimensions of brand equity for ultrapremium California wine producers. Evaluating current marketing practice against the derived model, the authors suggest marketing strategies and tactics that may permit ultrapremium California wines to overcome many of their competitive disadvantages with the objective of enhancing brand equity.

Journal

International Journal of Wine Marketing – Emerald Publishing

Published: Mar 1, 1996

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