The brand management of “Port Wine”: relevance of country equity and of productive clusters
Brand management in today’s business world is extremely related to the organizations purpose and improvement of their strategies. The goal of this study is to analyze the characteristics of brand management “Port Wine”, who caries a strongly distinctive name, outstanding the “country equity” and its...
| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
Universidade Federal de Santa Catarina
2008-01-01
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| Series: | Revista de Ciências da Administração : RCA |
| Subjects: | |
| Online Access: | https://periodicos.ufsc.br/index.php/adm/article/view/4825 |
| _version_ | 1797430378745561088 |
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| author | Caio Miralles de Araújo Luis Moretto Netto Valentina Gomes Haensel Schmitt |
| author_facet | Caio Miralles de Araújo Luis Moretto Netto Valentina Gomes Haensel Schmitt |
| author_sort | Caio Miralles de Araújo |
| collection | DOAJ |
| description | Brand management in today’s business world is extremely related to the organizations purpose and improvement of their strategies. The goal of this study is to analyze the characteristics of brand management “Port Wine”, who caries a strongly distinctive name, outstanding the “country equity” and its importance in order to achieve competitive advantage, to the product and for the country in a general way. It’s a study based on information obtained from institutes related to the Port Wine, commercial companies, and studies already publicized about the wine, being analyzed and developed with the aid of works about brand management, publicity, positioning and clusters. The structure is based on the efforts made by the company’s, institutes and Portugal’s government to publicize the brand upon the global market, being the product not only the creator of innumerous direct and indirect employments, but also a Portuguese ambassador to the world. |
| first_indexed | 2024-03-09T09:26:44Z |
| format | Article |
| id | doaj.art-29708178b7014e3b961d6e0b077208fa |
| institution | Directory Open Access Journal |
| issn | 1516-3865 2175-8077 |
| language | English |
| last_indexed | 2024-03-09T09:26:44Z |
| publishDate | 2008-01-01 |
| publisher | Universidade Federal de Santa Catarina |
| record_format | Article |
| series | Revista de Ciências da Administração : RCA |
| spelling | doaj.art-29708178b7014e3b961d6e0b077208fa2023-12-02T05:45:20ZengUniversidade Federal de Santa CatarinaRevista de Ciências da Administração : RCA1516-38652175-80772008-01-010018219310.5007/2175-8069.2008v10n20p1824079The brand management of “Port Wine”: relevance of country equity and of productive clustersCaio Miralles de Araújo0Luis Moretto Netto1Valentina Gomes Haensel Schmitt2UFSC - Florianópolis - SCUFSC - Florianópolis - SCUFSC - Florianópolis - SCBrand management in today’s business world is extremely related to the organizations purpose and improvement of their strategies. The goal of this study is to analyze the characteristics of brand management “Port Wine”, who caries a strongly distinctive name, outstanding the “country equity” and its importance in order to achieve competitive advantage, to the product and for the country in a general way. It’s a study based on information obtained from institutes related to the Port Wine, commercial companies, and studies already publicized about the wine, being analyzed and developed with the aid of works about brand management, publicity, positioning and clusters. The structure is based on the efforts made by the company’s, institutes and Portugal’s government to publicize the brand upon the global market, being the product not only the creator of innumerous direct and indirect employments, but also a Portuguese ambassador to the world.https://periodicos.ufsc.br/index.php/adm/article/view/4825vinho do portomarcamarca-país |
| spellingShingle | Caio Miralles de Araújo Luis Moretto Netto Valentina Gomes Haensel Schmitt The brand management of “Port Wine”: relevance of country equity and of productive clusters Revista de Ciências da Administração : RCA vinho do porto marca marca-país |
| title | The brand management of “Port Wine”: relevance of country equity and of productive clusters |
| title_full | The brand management of “Port Wine”: relevance of country equity and of productive clusters |
| title_fullStr | The brand management of “Port Wine”: relevance of country equity and of productive clusters |
| title_full_unstemmed | The brand management of “Port Wine”: relevance of country equity and of productive clusters |
| title_short | The brand management of “Port Wine”: relevance of country equity and of productive clusters |
| title_sort | brand management of port wine relevance of country equity and of productive clusters |
| topic | vinho do porto marca marca-país |
| url | https://periodicos.ufsc.br/index.php/adm/article/view/4825 |
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