Title: The renaissance of Commandaria: a strategic branding prescriptive analysis

Authors: Demetris Vrontis; Alkis Thrassou

Addresses: School of Business, University of Nicosia, 46 Makedonitissis, Egkomi 1700, Cyprus. ' School of Business, University of Nicosia, 46 Makedonitissis, Egkomi 1700, Cyprus

Abstract: This paper provides the theoretical basis and contextual foundation for the commercial rebirth of Commandaria and the reconstruction of its brand. Its findings are based on the results of a research project, funded by the Cyprus Research Promotion Institute. The research provided strategic marketing data and guidance towards the improvement of the Commandaria brand on a local and global basis. This paper’s methodology included 20 in-depth interviews, secondary data search and analysis and theoretical research; and it constitutes the second, prescriptive part, of the Commandaria research project. This paper has reached a number of conclusions, that both stress the need for extensive and comprehensive branding for Commandaria, and set the strategic basis for its development.

Keywords: Commandaria; strategic branding; marketing data; wine; sweet wines; alcohol; brands; brand reconstruction; Cyprus Research Promotion Institute; brand improvement; competitive advantage; globalisation; business advancement.

DOI: 10.1504/JGBA.2011.043522

Journal for Global Business Advancement, 2011 Vol.4 No.4, pp.302 - 316

Published online: 04 Nov 2011 *

Full-text access for editors Full-text access for subscribers Purchase this article Comment on this article