Brand-Land Equity nei territori del vino

The essential theoretical requirements of the present study are represented by an analysis on brand equity adapted to the wine sector with the aim of elaborating the value added to the concept of trademark and origin of the products by the consumers. Consequently, the empirical test attempts to identify the essential components of the image of the territory of origin in order to determine the consumers’ preferences thus calibrating the aspects of brand-land equity of the enterprises and of their territories of origin. The research, by adopting the Keller model, based on the two dimensions of brand awareness and brand image, thus aims at testing the level of prestige and the image of some Italian wine territories.