Wine Economics by Stefano Castriota

Author:Stefano Castriota [Castriota, Stefano]
Language: eng
Format: epub

Table 6.1

Individual, collective, and “institutional” reputation.

Individual reputation

Refers to a single company and is built up by the firm by investing in quality, advertising campaigns, etc.

Collective reputation

Refers to a group of companies that have joined together in a consortium, creating a collective brand (appellation—e.g., Chianti Classico, Barolo, etc.), and that are committed to following strict rules on standards and production procedures of the product specifications.

“Institutional” reputation

Refers to the classification of wine established by public authorities (VdT, IGT, DOC, and DOCG in Italy). The state sends a signal to the consumer ordering the wines according to their quality and production standards.

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