Branding moldavian wines

Abstract

The concept of Wine Brand Image is the national wine entity’s meaning, or, in other words, “what the national wine entity stands for” in the mind of consumers. According to the brand image model, brand image might be determined by the following elements: features, attributes, benefits, emotional imagery, experience imagery and consumer imagery. All of the above are distilled into a short phrase that conveys the national wine entity’s distinctive meaning, or else, its “competitive positioning”. Moldovan wine industry recognizes the need to have a much better and consistent promotion on the target markets. Since the Russian market is not permanently accessible, the producers think about approaching other target markets while using a more classical approach. This article contains some basic ideas of a possible scenario for Moldova to develop and promote wine industry country brand. These ideas are collected from the experience of other countries and from expert’s opinion about the possible scenario.