wine2wine • Sala WineAround - Palaexpo Piano -1
When being collective leads to uniqueness: Branding Territory and Terroir Branding
Ticket wine2wine Business Forum 2023Description
Terroir branding - distinct from country-of-origin effects and place branding - explains how and why some regions are better known than others. Indeed, when local firms can develop global brands while being engaged in responsible actions to protect their valuable resources, the value of their territorial brand soars. Champagne is an excellent example.
This session will discuss how to identify key facets that make terroir brands unique, how they can work collectively using cooperative postures, the role of moral engagement, and the hazards that prevent value creation. In the ever-globalized marketplace, distinctiveness is a key performance indicator and efficient terroir branding is a critical strategic approach helping regions and wine brands gain notoriety and rise above the competitive clutter.
Event languages: Italiano, English
How to participate: 100% in-person attendance, with wine2wine Business Forum ticket
Speakers
Nathalie Spielmann DipWSET, IWA
Dr. Nathalie Spielmann is Professor of Marketing and Director of the MSc Wine & Gastronomy at NEOMA Business School in Reims, Champagne (France). She obtained her Ph. D. from the John Molson School of Business (Concordia University) and graduated valedictorian. Dr. Spielmann’s research centers on understanding how product and advertising cues, especially those related to traceability, authenticity, and sustainability, are likely to persuade and influence consumers.
She is an expert on the definition of terroir for consumers as well as a specialist on how to develop territorial brands. She regularly lectures for MBA students around the world as well as to wine professionals on the topics of collective and territorial branding strategies and terroir-based marketing. She was an advisor to the city of Reims for seven years, helping them develop their territorial attractivity.
She has published more than 50 peer-reviewed articles and case studies. Her research has been published in the Journal of Business Ethics, International Business Review, Journal of Business Research, the European Journal of Marketing, the Journal of Advertising Research, the Journal of Service Research, among other international peer-reviewed journals. In tandem with her academic activities, she co-founded an award-winning Champagne bar on the Mountain of Reims and is an avid wine scholar. She is a WSET Diploma holder, an Italian Wine Ambassador, and an Executive Committee member at the Academy of Wine Business Research.
Mod. Robert Camuto
Robert Camuto is an award-winning American journalist who has lived and worked in Europe for more than twenty years. A Wine Spectator contributing editor since 2008, he writes a twice monthly online column for winespectator.com called “Robert Camuto Meets…”. Focusing on personal stories and local histories, Camuto’s work digs into wine regions of Italy, France and beyond. Robert is author of three highly acclaimed books. His latest, “South of Somewhere: Wine, Food and the Soul of Italy” is both a personal memoir and a portrait of Italy’s southern wine and food renaissance today. His “Palmento: A Sicilian Wine Odyssey” is a classic of both wine storytelling and Sicily’s modern wine movement. He lives in Verona.
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