A presentation of my thesis topic about branding of Nemea wine. Τhe Nemea wine entered the twentieth first century accompanied by a wide reputation and great credentials. Its course in this century was even greater, and would require not one, but a whole series of relevant researches, articles and speeches to be properly presented. The aim of this thesis is to examine in which way the Nemea wine will build its brand equity more effectively and constructive than was attempted before.

1. ‘’Branding of Nemea wine’’
By Aikaterini Ziazia
Supervisor: Demetris Vrontis

2. AGENDA
1. Literature Review
-Branding theory
-Wine branding
-Greek wine consumer
-Nemea wine
2. Research Methodology
-Research objectives
-Research tools

3. AGENDA
3. Main findings
4. Conclusions and Recommendations
5. Research Limitations

4. 1.LITERATURE REVIEW
BRANDING THEORY
Brand names have become the most valuable assets
for many companies (Aaker and Joachinmhaler, 1997)
Successful brands as ‘’share of heart’’ (Day, 1989)
Customer loyalty, long term security, growth, higher,
sustainable profits and increased asset value as they
achieve competitive differentiation, premium prices,
higher sales volume, and economies of scale, reduced
costs and greater security of demand (Temporal,
2000).

5. WINE BRANDING
The pure and simple transposition of brand generic
definition is problematic as regards wine. (Boulet and
Laporte, 1997)
Wine sector provides a complex and rich field for
study compared to others (Clark, Nicola, 2006), as
wine can be a really confusing, complicated and
diversified product
Wine is defined by its place of production.

6. GREEK WINE CONSUMER
Taste, clarity, appellation of origin, aroma and label
are the most important wine attributes according to
consumers’ answers.
Greek consumers are not educated enough about
wine.
Healthy drink, consumed with meals.
Certification, geographic association and traceability
act as quality assurance.
Region of origin information, wine variety, price and
winemaker’s reputation as selected criteria.

7. NEMEA WINE
Agiorgitiko
‘’Blood of Hercules’’
The most widely planted red grape variety in Greece
ahead of Xynomayro (Robinson et al, 2012)
Nemea: the largest most important red wine
appellation in Greece and in Balkan area
-Tradition in viticulture
-Variety of soils, altitudes, slope, angles and
microclimates.

8. 2.RESEARCH
METHODOLOGY
RESEARCH
OBJECTIVES
1. To get valuable information
about Nemea wine from
experts.
2. To explore consumer’s
perceptions and beliefs related
to Nemea wine.
3. Τo examine how wine
producers, wineries’ owners,
retailers and in general people
working for the Nemea wine
market, perceive the existing
brand identity of Nemea wine.
4. Τo determine what key words
and characteristics should be
connected to Nemea wine.

9. RESEARCH TOOLS
1. Survey: 100 questionnaire responders (local
Nemea wine consumers)
2. Face-to-face interviews: 5 individual
interviewees (one sommelier, one oenologist,
two wine-makers, one winery owner).

10. 3.MAIN FINDINGS
1. To get valuable information about Nemea wine from
experts (main characteristics, special features, history and
tradition, competition, promotion).
•Undisputable quality
•‘’Chameleon’’
•Α superior variety
•Undervalued wine
•Weak promotion
•Hopeful future

11. MAIN FINDINGS
2. To explore consumer’s perceptions and beliefs related to
Nemea wine.
•Nemea: wine and history
•Taste, aroma, red color, dry, PDO, Agiorgitiko, Quality,
Uniqueness,
Rich, Variety, Fame-Recognition
•Value for money
•Unique variety of Agiorgitiko (terroir of Nemea, technical
attributes)
•Exceptional quality
•Room for improvement: marketing, production,
maintaining of the quality, exports

12. MAIN FINDINGS 3. To examine how wine
producers, wineries’ owners,
retailers and in general people
working for the Nemea wine
market, perceive the existing
brand identity of Nemea wine.
•The brand identity of Nemea wine
should be connected to Nemea and
what Nemea involves.
•Unique variety
•Famous and recognized PDO zone

13. MAIN FINDINGS
4. To determine what key words and
characteristics should be connected to Nemea
wine.
Nemea, Agiorgitiko, Quality
Unique, rich, famous, recognizable, intense,
pure, well-structured and balanced.

14. 4.CONCLUSIONS AND
RECOMMENDATIONS
Nemea: a place rich of history and wine tradition,
trademark of Nemea wine
-Lack of accommodation
-Enhance its image and be promoted as a wine tourist
destination
Most multi-purpose and unique native red grape
variety
-A well-designed integrated marketing communication
approach

15. CONCLUSIONS AND
RECOMMENDATIONS
Room for improvement: focus on the vineyard
Better marketing and promotional techniques
Developing branding activities.

16. 5.RESEARCH LIMITATIONS
Lack of sufficient literature resources on the field of
marketing for Greek wine and especially for Nemea
wine.
Lack of interviews with marketing, quality, and brand
manager in Nemea viniculture region.
Skepticalness and distrust by common people who
couldn’t recognize the significance of the current
research
Lack of time for further study of different market
surveys and analysis.

17. THANKS TO…
Everyone participated in my research
Supervisor Demetris Vrontis
My family and friends
You…for your attention!

18. It is the wine of gods, a gift from Dionysus
That opens up new roads to the future
It has the blessing of Agios Georgios, the dragon-slayer
And travels all mortals to the magic of drink! (George Kostouros)