Branding Strategies in Greek Wine Firms

The purpose of this paper is to investigate and discuss the main branding strategies used by Greek wine producers and to highlight the opportunities. An extensive literature review relative to the question under investigation is presented. Empirical data were collected by using secondary and primary data sources. Primary data sources include semi-structured interviews with 33 Greek wine producers. This study highlights several areas of opportunity for a holistic approach of branding strategies by Greek wine producers: (a) Producers try to take advantage of PDO/PGI quality signals, as well as International wine exhibitions awards either as promotional tool or as secure for their established reputation (b) Greek producers have to invest on a more professional and less passive attitude in terms of wine's brand image, its associations, the lifestyle and experiences it represents, improving all intangible elements those ultimate affect consumer choices.(c) Networks and clusters with tourism industry improve “brand loyalty” and “brand awareness” (d) Greek wine producers have to adopt new electronic forms of communication and distribution channels, very valuable for brand recognition, stimulating word of mouth and targeting of opinion leaders. The findings could aid producers in Greek wine industry in providing them valuable considerations and guidelines.