DIGITAL BRANDING OF REGIONAL WINE COMPANIES IN SLOVAKIA, CZECH REPUBLIC AND GERMANY
DIGITAL BRANDING OF REGIONAL WINE COMPANIES IN SLOVAKIA, CZECH REPUBLIC AND GERMANY
Author(s): Lucia Coskun, Branislav Mišota, Milan Čáky, Eduard HyránekSubject(s): Social Sciences, Economy, Media studies, National Economy, Micro-Economics, Communication studies, Sociology, Theory of Communication, Marketing / Advertising, Socio-Economic Research
Published by: Univerzita sv. Cyrila a Metoda v Trnave, Fakulta masmediálnej komunikácie
Keywords: content strategy; digital branding; regional wine companies; social media portfolio; website features;
Summary/Abstract: Regional branding plays a significant role in wine industry. The purpose of this study was to analyze how regional wine companies in three European Union countries proceed when building a brand in a digital world. A sample of wine companies from Slovakia, Czech Republic and Germany was analyzed. In each of the selected three categories (Website features, Social media portfolio and Communication/ Content Strategy) such attributes were chosen that made an evaluation possible when expressed asa binary value. Results in the category of Website features show that 3 of 22 selected Slovak wine companies do not use in 2016 an own website. Slovak as well as Czech regional wine companies underestimate the importance of having an own website optimized for mobile devices or to use responsive web design. Activities of Slovak wine companies were insufficient for establishing and building relationships with customers through story telling. Slovak wine companies achieved the worst results compared to Czech and German wine companies when creating a regional brand.
Journal: Marketing Identity
- Issue Year: 4/2016
- Issue No: 1/1
- Page Range: 328-338
- Page Count: 11
- Language: English
