The Value of Consistency: Portfolio Labeling Strategies and Impact on Winery Brand Equity

Abstract

The reported research examines the impact of product portfolio labeling strategies on brand reputation and equity. A netnographic approach allowed to observe winery portfolio labeling approaches and create a typology of winery labeling strategies. Expert evaluation served to assess the dependent variable brand equity by deploying a regression analysis. For the observed wine industry, being part of the food industry, creating consistent and recognizable brands has a direct relevance for reducing (sustainability-related) food information overload and thereby building sustainable brand equity. The results uncover the relative importance of each of the six identified labeling strategies as well as their impact on reputation and brand equity creation. The results point to the need to establish a consistent, strategically founded product communication. Such an approach, with a positive effect on reputation building can serve to build sustainable brand equity. “Stuck in the middle”-type strategies apparently diminish winery brand equity exploitation. The findings contribute to the knowledge on food labels in product communication strategies and their impact on organizational brand equity, thereby having high relevance for the implementation of environmental certification initiatives in an organizational context. The article deploys a novel research approach in an under-researched area to provide new insights for further research as well as implications for practice.

Reading Food Experiences from the Face: Effects of Familiarity and Branding of Soy Sauce on Facial Expressions and Video-Based RPPG Heart Rate

“…EmojiGrid scores. The positions of the scores on the EmojiGrid valence (X) and arousal (Y) axis were converted into numerical values (1)(2)(3)(4)(5)(6)(7)(8)(9)(10).…”

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Spatial Distribution and Influencing Factors of Chinese Time-Honored Catering Brands in the Five Northwestern Provinces

“…This kind of innovation is all-around and multi-dimensional. It is not only necessary to innovate development concepts, change traditional development thinking, break the inherent pattern, and enhance the market vitality of time-honored brands at multiple levels and angles; but also necessary to keep up with the new era of mobile Internet development, create a new sustainability-oriented label and skillfully use big data analysis, experience rating [13], fan interaction, and other methods to create a new and sustainable sales model and avoid falling behind the times. (3) Improving the sustainability of quality and reputation.…”

“…They thought that sustainability needed to be addressed by all brand strategies [12]. Dressler and Paunovic pointed out that the wine industry, as a part of the food industry, needed to establish a consistent, strategically founded product communication [13]. Domestic researches on time-honored catering brands mainly contain strengths and weaknesses of CTCBs, their current situation, development and protection, and revitalization measures [14]; studies from the fields of management [15,16], history and architecture, containing brand's management and innovation, sustainable development and the protection spatial planning and layout of intangible cultural heritage [17][18][19]; temporal and spatial distribution of long-established brands and influencing factors in a certain city or country [20,21], etc.…”

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