Construction and operationalisation of sectorial brands: The case of the Brazilian winemaking sector from the perspective of different stakeholders
The objective of this article is to understand the process of construction and operation of sectorial brands (a type of shared brand) for the Brazilian winemaking sector, considering the perspective of different stakeholders: government agencies, associations, and managers of the wineries. The resea...
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| Format: | Article |
| Language: | English |
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Firenze University Press
2018-12-01
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| Series: | Wine Economics and Policy |
| Online Access: | http://www.sciencedirect.com/science/article/pii/S221297741830019X |
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| _version_ | 1849248860634873856 |
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| author | Dra Virginia Aparecida Castro Dra Janaina de Moura Engracia Giraldi Jorge Henrique Caldeira de Oliveira |
| author_facet | Dra Virginia Aparecida Castro Dra Janaina de Moura Engracia Giraldi Jorge Henrique Caldeira de Oliveira |
| author_sort | Dra Virginia Aparecida Castro |
| collection | DOAJ |
| description | The objective of this article is to understand the process of construction and operation of sectorial brands (a type of shared brand) for the Brazilian winemaking sector, considering the perspective of different stakeholders: government agencies, associations, and managers of the wineries. The research was exploratory and qualitative, using techniques such as direct observation and in-depth interviews. The results showed that gains of dissemination and image are foreseen with the participation of the Brazilian winemaking sector in international fairs, in relation to the external market. In relation to the domestic market, it is concluded that it is necessary to continue investing in actions and projects, with the participation of the associations and commitment of the producers so that the Brazilian consumer knows and consumes the national product. The contributions of this article show that government agencies, associations, and wineries understand that the brand of the Brazilian winemaking sector is contributing to the development of the sector and that these actions must be continued. Thus, the joint work of all stakeholders involved should seek to improve the production process and improve the quality of the products to be marketed in the internal and external market. Keywords: Shared brands, Sectorial brand, Brazil winemaking sector |
| format | Article |
| id | doaj-art-c9ee75a0f04b49c7968f87b78d4fa919 |
| institution | Kabale University |
| issn | 2212-9774 |
| language | English |
| publishDate | 2018-12-01 |
| publisher | Firenze University Press |
| record_format | Article |
| series | Wine Economics and Policy |
| spelling | doaj-art-c9ee75a0f04b49c7968f87b78d4fa9192025-08-20T03:57:43ZengFirenze University PressWine Economics and Policy2212-97742018-12-017215316410.1016/j.wep.2018.10.001Construction and operationalisation of sectorial brands: The case of the Brazilian winemaking sector from the perspective of different stakeholdersDra Virginia Aparecida Castro0Dra Janaina de Moura Engracia Giraldi1Jorge Henrique Caldeira de Oliveira2USP/FEARP- Faculdade de Economia e Administração de Ribeirão Preto/SP, Avenida Bandeirantes, 3900. Monte Alegre, 14040-905 Ribeirão Preto, SP, BrazilUSP/FEARP- Faculdade de Economia e Administração de Ribeirão Preto/SP, Avenida Bandeirantes, 3900. Monte Alegre, 14040-905 Ribeirão Preto, SP, BrazilUSP/FEARP- Faculdade de Economia e Administração de Ribeirão Preto/SP, Avenida Bandeirantes, 3900. Monte Alegre, 14040-905 Ribeirão Preto, SP, BrazilThe objective of this article is to understand the process of construction and operation of sectorial brands (a type of shared brand) for the Brazilian winemaking sector, considering the perspective of different stakeholders: government agencies, associations, and managers of the wineries. The research was exploratory and qualitative, using techniques such as direct observation and in-depth interviews. The results showed that gains of dissemination and image are foreseen with the participation of the Brazilian winemaking sector in international fairs, in relation to the external market. In relation to the domestic market, it is concluded that it is necessary to continue investing in actions and projects, with the participation of the associations and commitment of the producers so that the Brazilian consumer knows and consumes the national product. The contributions of this article show that government agencies, associations, and wineries understand that the brand of the Brazilian winemaking sector is contributing to the development of the sector and that these actions must be continued. Thus, the joint work of all stakeholders involved should seek to improve the production process and improve the quality of the products to be marketed in the internal and external market. Keywords: Shared brands, Sectorial brand, Brazil winemaking sectorhttp://www.sciencedirect.com/science/article/pii/S221297741830019X |
| spellingShingle | Dra Virginia Aparecida Castro Dra Janaina de Moura Engracia Giraldi Jorge Henrique Caldeira de Oliveira Construction and operationalisation of sectorial brands: The case of the Brazilian winemaking sector from the perspective of different stakeholders Wine Economics and Policy |
| title | Construction and operationalisation of sectorial brands: The case of the Brazilian winemaking sector from the perspective of different stakeholders |
| title_full | Construction and operationalisation of sectorial brands: The case of the Brazilian winemaking sector from the perspective of different stakeholders |
| title_fullStr | Construction and operationalisation of sectorial brands: The case of the Brazilian winemaking sector from the perspective of different stakeholders |
| title_full_unstemmed | Construction and operationalisation of sectorial brands: The case of the Brazilian winemaking sector from the perspective of different stakeholders |
| title_short | Construction and operationalisation of sectorial brands: The case of the Brazilian winemaking sector from the perspective of different stakeholders |
| title_sort | construction and operationalisation of sectorial brands the case of the brazilian winemaking sector from the perspective of different stakeholders |
| url | http://www.sciencedirect.com/science/article/pii/S221297741830019X |
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