Wine Tourism Branding: A Source of Competitive Advantage
Brands add value to products, services and experiences. In this context, they are more than names and symbols – they are assets that take time and efforts to develop. Brands´ value depends on awareness and image as well as on the rational and emotional engagement brands have with customers and other stakeholders.
This presentation aims at explaining how branding contributes to the differentiation of wine tourism and how it can be used as a source of competitive advantage both for the territories and the social and economic players.