STUDY ON BRAND STRATEGIES AND BRAND ARCHITECTURE IN THE WINE INDUSTRY – CASE STUDY: DRĂGĂȘANI VINEYARD, VALCEA COUNTY, ROMANIA
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...
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| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
University of Agricultural Sciences and Veterinary Medicine, Bucharest
2023-01-01
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| Series: | Scientific Papers Series : Management, Economic Engineering in Agriculture and Rural Development |
| Online Access: | https://managementjournal.usamv.ro/pdf/vol.23_4/Art51.pdf |
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