Elaborating the Positioning Message of Wine Brands on the Italian and Russian Markets
Journal: Communications Media Design
Year: 2022

The aim of this study was to create general guidelines on positioning for emerging wine brands on the Italian and Russian markets in line with identifying the differences in how consumers perceive wine brands on both markets and communicating with them accordingly. To achieve this goal, firstly the authors have conducted a deep theoretical study of the concept of brand positioning and brand differentiation and identified the key peculiarities of consumer behaviour on the wine market. As for the