Generic Branding of New Zealand Wine: From Global Allocator to Global Marketing

Abstract

Using the New Zealand wine industry as a case study we examine the challenges in developing a generic branding strategy to sustain its high value positioning as the industry transitions from being a global allocator to global marketing. The paper‟s contribution is to give a broad picture of branding as it may apply to a national wine industry and potentially to regions within that rather than merely to one company. This is done through identifying the key research issues at the firm, brand and national levels of the New Zealand industry, which could be applicable in other contexts.