Understanding the (mis)match between intended & perceived brand personality: The case of wine labels/packaging
LE3 .A278 2016
Bachelor of Business Administration
This study examined the effectiveness of a winery in portraying brand personality through one of its products. It was conducted by first interviewing The Winery to find how it was attempting to portray its intended brand personality and to which market segment(s) The Winery was trying to portray this brand personality. Focus groups composed of The Winery’s target segments were then conducted to explore how the target segments interpreted The Winery and The Wine’s brand personality. The responses of the focus groups were compared and contrasted with the responses of The Winery and it was found that The Winery has been successful in portraying their intended ideas to an older audience and their intended rand personality to a younger audience. It was also found that The Winery has been unsuccessful in portraying The Wine’s intended brand personality.
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