La identidad e imagen de las marcas de vinouna aplicación a los vinos con denominación de origen de Rioja

Resumo

Purpose: This dissertation analyses the different elements that constitute the identities of an array of Rioja wine brands. The aim is to establish whether a Rioja territorial brand collective identity exists and whether this strengthens the favourable associations of this wine region. Moreover, another objective is to verify the consistency and coherence of the communication of such collective identity. This was studied from the producer perspective and from the communication receiver or winery visitors. Methodology: The first study looked to reach the main objective established in this research. To do so, a qualitative study was conducted with 15 in depth interviews relating to 14 Rioja wine brands. Projective techniques were also used to define the personality of such brands. The second study was a content analysis, where 16 code books were created to check the consistency between the identity created by the producers and how they communicate this. Finally, the third study was the survey technique. The identity transmitted by the producer and the image perceived by the winery visitors was analysed. A quantitative descriptive analysis was carried out as well as a bi-variable study (t-Student). Findings: There is a Rioja territorial brand collective identity, together with other identities depending on the size of the winery. On the other hand, there is not a complete coherence between the Rioja collective identity defined by the interviewees and the one transmitted by them through the different media channels. Finally, there are incongruences between the created and communicated collective identity by the producers and the image perceived by the winery visitors.