Establishing a Brand: How to Create a Household Name for a Wine Brand through Social Media and Image

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Rodrigues, Megan
Wine; Branding; Recognition; Label; Image; Social Media; Agribusiness; Communication Technology and New Media; E-Commerce; Journalism Studies; Marketing; Mass Communication; Other Communication; Public Relations and Advertising; Sales and Merchandising
article description
This paper was conducted as a Senior Project for the Journalism Department at California Polytechnic State University in San Luis Obispo, California during a 10 week quarter. This paper explores the topic of wine branding through social media and image. The research for this paper consisted of interviews with three experts that are currently working in the wine industry as well as a literature review of several articles and books that support the topic. The questions that arose about wine branding, brand recognition, social media, wine label and image during the literature review were then asked to the three experts: Stacie Jacob, Kim Murphy-Rodrigues and Lauren Phelps. With the input from the three wine industry experts and the research conducted by the various studies in the literature review, the critical questions were answered.