Brand Identity and Country of Origin Effect Brand Identity of Ararat Armenian Brandies. COO effect on wine from Armenia
Journal: BIBSYS Brage (BIBSYS (Norway))
Year: 2015

The thesis has two main purposes. First, it provides an understanding on the brand identity theory, the process of its creation and communication. Particularly it discusses the implementation of the brand identity theory on Ararat Armenian brandies. Secondly, the thesis focuses on the Country-of-Origin effect studying Armenia's country image, products' recognizability, the attributes that consumers value while buying wines, and finally their attitudes towards Armenian wine. Each part has a diffe