CONSUMER PREFERENCES AS A BASIS FOR CREATING A BRAND POSITION FOR WINE PRODUCTS
Journal: Scientific Bulletin finance banking investment
Year: 2021

The relevance of the article lies in focusing on the positioning factors when creating an attractive wine brand for the target audience. In other words, the creation of a more advantageous brand position of a product and / or product line in comparison with competitors’ products based on research on consumer preferences, perceptions and cultural and behavioral characteristics. To achieve the goal of the article, the genesis of the terms was revealed — brand, branding and positioning; the concept