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Discover wines of Bulgaria: online brand strategy

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Discover wines of Bulgaria: online brand strategy

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Samenvatting

Brand Marketing Organization World Wines (BMOWW) is a Bulgarian organization
representing wine producers from all five wine regions of the country. The organization main
activities are aimed at promoting Bulgarian wines in Europe and USA. From the beginning of
2017, BMOWW launched its new program and brand “Wines of Bulgaria” (WoB), which main
objectives are to increase the demand for the Bulgarian wine and develop a positive brand
image for Bulgaria and the represented portfolio of high quality wines amongst several target
audiences on the USA market. Activities are split between offline – targeting the B2B wine
sector and online - B2C targeting the biggest segment of their audiences and the one
researched during this project - USA millennials aged 21 to 35. The communication problem
lays in that the recently launched brand, Wines of Bulgaria, does not yet possess a fully
defined brand identity that communicates the messages of the program coherently via the
organization’s online channels and thus is struggling to find a successful method to attract the
target audience of millennials and build the desired positive brand image digitally.
The following report aimed to provide well-founded recommendations to BMOWW regarding
the creation of a positive image for Wines of Bulgaria through the development of an online
brand strategy that includes the areas of brand identity, positioning and online
communications.

Toon meer
OrganisatieHanzehogeschool Groningen
OpleidingInternational Communication
AfdelingInstituut voor Communicatie & Media (tot 20 oktober 2017)
Datum2017-06-01
TypeBachelor
TaalEngels

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