Published in Scientific Papers. Series "Management, Economic Engineering in Agriculture and rural development", Vol. 23 ISSUE 4
Written by Daniel Marian MICU, Silviu BECIU

Given the growing importance of brands in the wine industry, the purpose of this study is to conduct an analysis of brand strategies and brand architecture used by Romanian wine producers in the Dragășani Vineyard. Academic literature has been reviewed to present the up-to-date theoretical concepts that underpin this research. The research methodology was based on the „honeycomb model”, and the research strategy was qualitative. Secondary data were collected from 13 wine producers in the Dragășani Vineyard. The main results of this study focus on the number of brands in each producer's portfolio, the brand strategies and architecture they use, the brand elements that contribute to increasing brand awareness and equity, as well as the means and elements used for differentiation strategy. The study reflects the growing importance that producers in the Dragășani Vineyard place on brands, as well as the increasing need for them to adopt a unified and integrated approach to brand portfolio management.

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