Welcome to Episode 2042, where we present the session recordings from the wine2wine Business Forum 2023. In today's episode, we delve into- When being collective leads to uniqueness: Branding Territory and Terroir Branding with Nathalie Spielmann, Robert Camuto
Italian Wine Podcast is proud to be a media partner of wine2wine Business Forum and we are pleased to present this series of market focus sessions, recorded during the Forum held in Verona in November 2023.
wine2wine Business Forum is an international wine business event, held annually in Verona, Italy since 2014. The event is a key annual reference point for wine producers and wine professionals from around the world, providing an opportunity to network, develop and expand their wine business worldwide.
About the session:
Terroir branding - distinct from country-of-origin effects and place branding - explains how and why some regions are better known than others. Indeed, when local firms can develop global brands while being engaged in responsible actions to protect their valuable resources, the value of their territorial brand soars. Champagne is an excellent example.
This session will discuss how to identify key facets that make terroir brands unique, how they can work collectively using cooperative postures, the role of moral engagement, and the hazards that prevent value creation. In the ever-globalized marketplace, distinctiveness is a key performance indicator and efficient terroir branding is a critical strategic approach helping regions and wine brands gain notoriety and rise above the competitive clutter.
Find more about wine2wine Business Forum: https://wine2wine.net/
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