Brand Identity and Country of Origin Effect Brand Identity of Ararat Armenian Brandies. COO effect on wine from Armenia

2015

Masteroppgave økonomi og administrasjon- Universitetet i Agder, 2015 The thesis has two main purposes. First, it provides an understanding on the brand identity theory, the process of its creation and communication. Particularly it discusses the implementation of the brand identity theory on Ararat Armenian brandies. Secondly, the thesis focuses on the Country-of-Origin effect studying Armenia's country image, products' recognizability, the attributes that consumers value while buying wines, and finally their attitudes towards Armenian wine. Each part has a different methodology of studying the phenomenon. Ararat Armenian brandies' brand identity creation and communication is discussed by a…