The renaissance of Commandaria: a strategic branding prescriptive analysis
by Demetris Vrontis; Alkis Thrassou
J. for Global Business Advancement (JGBA), Vol. 4, No. 4, 2011

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.

Online publication date: Fri, 04-Nov-2011

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