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Assessing brand equity in the luxury wine market by exploiting tastemaker scores
Industrial Economics & Management, Royal Institute of Technology (KTH), Stockholm.
Beedie School of Business, Simon Fraser University, Burnaby.
Beedie School of Business, Simon Fraser University, Vancouver.
Beedie School of Business, Simon Fraser University, Burnaby.
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2017 (English)In: Journal of Product & Brand Management, ISSN 1061-0421, Vol. 26, no 5, 447-452 p.Article in journal (Refereed) Published
Abstract [en]

Purpose

Calculating brand equity, the price differential that a branded product is able to charge compared to an unbranded equivalent, often suffers from a lack of a means to truly determine equivalence. Luxury wines have the benefit of an established measure of equivalency – the Parker score. Robert Parker’s influence as a tastemaker provides a point of comparison across brands. This study looks at brand equity of Bordeaux classified growth wines considering château brands, growths and vintages to illustrate the intangible value for the consumer.

Design/methodology/approach

Using price and wine-specific data from Wine-Searcher.com, an online database and search engine, an initial sample of 393 wines with Parker scores ranging from 72 to 100 is presented. A subset of perfect wines, with 100-point Parker scores, is also reviewed focusing on the great vintage of 2009.

Findings

The results indicate that brand equity in the luxury wine market exists. Not only is this true for the brand of a specific château, but there is also equity associated with the vintage and the growth.

Practical implications

This offers practical implications for brand managers in positioning their wines.

Originality/value

An analysis of luxury wines supports the financial perspective on brand equity, especially when there is a viable means of determining equivalence, such as the Parker score.

Place, publisher, year, edition, pages
Emerald Group Publishing Limited, 2017. Vol. 26, no 5, 447-452 p.
National Category
Business Administration
Research subject
Industrial Marketing
Identifiers
URN: urn:nbn:se:ltu:diva-65126DOI: 10.1108/JPBM-06-2016-1214ISI: 000412471800003Scopus ID: 2-s2.0-85027362375OAI: oai:DiVA.org:ltu-65126DiVA: diva2:1133523
Note

Validerad; 2017; Nivå 2; 2017-08-16 (andbra)

Available from: 2017-08-16 Created: 2017-08-16 Last updated: 2017-11-24Bibliographically approved

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CiteExportLink to record
Permanent link

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Cite
Citation style
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
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