Positioning strategies of wine brands in the south of Russia: analysis of visual communication

Research Article
DOI: https://doi.org/10.18522/2227-8656.2023.5.7
EDN: HMFHSM
How to Cite
Klimenko L.V., Krivosheeva-Medyantseva D.D., Dubover D.A. Positioning strategies of wine brands in the south of Russia: analysis of visual communication. Humanities of the South of Russia. 2023. Vol. 12. No. 5. P. 98-106. DOI: https://doi.org/10.18522/2227-8656.2023.5.7

Abstract

Objective of the study is to identify the positioning strategies of wine production in the South of Russia based on the analysis of the nature of visual communication of wine brands. The methodological basis of the research. The research concept is based on the theoretical provisions of the sociology of consumption, the "interpretive" approach of visual sociology and the typology of wine product positioning strategies. Research methods - content analysis of information reflected on the front labels of wine bottles. 169 lines of wine produced by 28 enterprises of the Krasnodar Territory and the Rostov region were analyzed. Research results showed the frequent use of mixed global and foreign strategies for positioning wine brands of the Krasnodar Territory. The wineries of the Rostov region, which are inferior in number (due to less favorable climatic conditions), mainly use a local positioning strategy. Given the institutional constraints associated with the use of foreign wine materials, technologies and components by Russian winemakers, as well as the rising prices for imported wines, it is promising to scale the local component in the identification and promotion of Southern Russian wine brands. Prospects of the study are related to the expansion of the geography of the analysis by including other wine regions of the South of Russia in the sample, studying the peculiarities of the perception of regional wine brands by domestic consumers and using the results obtained in the development of economic strategies for the development of wineries.
Keywords:
wine brands, winemaking, the South of Russia, positioning strategies, visual communication

Author Biographies

Lyudmila V. Klimenko, Institute of Tourism, Service and Creative Industries, Southern Federal University, Rostov-on-Don, Russia
Doctor of Sociology, Associate Professor, Professor of the Department of Hospitality Business
Daria D. Krivosheeva-Medyantseva, Don State Technical University, Rostov-on-Don, Russia
Candidate of Economic Sciences, Associate Professor of the Department of Media Production
Denis A. Dubover, Don State Technical University, Rostov-on-Don,Russia
Candidate of Pedagogical Sciences, Associate Professor of the Department of Media Production, Dean of the Faculty “Media Communications and Multimedia Technologies”

References

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Article

Received: 08.09.2023

Accepted: 28.10.2023

Citation Formats
Other cite formats:

APA
Klimenko, L. V., Krivosheeva-Medyantseva, D. D., & Dubover, D. A. (2023). Positioning strategies of wine brands in the south of Russia: analysis of visual communication. Humanities of the South of Russia, 12(5), 98-106. https://doi.org/10.18522/2227-8656.2023.5.7
Issue
Vol 12 No 5 (2023): Humanities of the South of Russia
Section
SOCIAL STRUCTURE AND SOCIAL INSTITUTIONS IN MODERN SOCIETY