Banca de QUALIFICAÇÃO: LUCAS MARTINS SIMÕES

Uma banca de QUALIFICAÇÃO de MESTRADO foi cadastrada pelo programa.
STUDENT : LUCAS MARTINS SIMÕES
DATE: 13/12/2024
TIME: 10:00
LOCAL: https://meet.google.com/dhy-cdqd-sqr
TITLE:

Geographical indications beyond quality and typicality:a study on marketing and branding of Brazilian wines

KEY WORDS:

Denomination of Origin, Geographical Indication, Wines, Marketing, Branding

PAGES: 70
BIG AREA: Outra
AREA: Multidisciplinar
SUMMARY:

The globalized market and access to technology have allowed characteristics previously deemed unique to be reproduced, including the sensory profiles of products influenced by nature, such as wine. However, one aspect that can generate uniqueness in wines is Geographical Indications (GIs). This study aims to analyze the impact of Marketing and Branding strategies on GIs for Brazilian wines, with the goal of enhancing perceived value and commercial performance. The proposed methodology consists of four parts: (1) Bibliometric Study, (2) Systematic Literature Review, (3) Exploratory Qualitative Research with winemakers, and (4) Quantitative Research with industry professionals. Preliminary results suggest that Marketing and Branding strategies associated with terroir create competitive advantages and act as barriers to entry for competitors. The study of brand construction and positioning strategies is crucial for generating more significant results and customer loyalty. The role of GIs can be likened to brand image; a favorable brand reputation positively impacts all its products. Companies with differentiation strategies focused on brand building achieve better results than those prioritizing cost reduction. Additionally, studies indicate that consumers are willing to pay a premium for products bearing the GI seal, and emphasizing origin reduces the brand's vulnerability to consumer trends. In conclusion, highlighting GIs as a strategic pillar enhances the connection between the field and the market, supporting long-term brand success, especially when promoting wine tourism and internationalization in the wine business.

COMMITTEE MEMBERS:
Presidente - SHANA SABBADO FLORES
Externa ao Programa - PRISCILA SILVA ESTEVES
Externo ao Programa - CLAUDIO VINICIUS SILVA FARIAS
Externa à Instituição - DANIELA CALLEGARO - UFRGS