In vino veritas. Storytelling as branding strategy in the wine world

      Аннотация: This research analyses the role of storytelling for brand building purposes in the wine industry. Given the enormous amount of Italian wine producers and vineyards, marketing and brand management activities are of paramount importance for every business, both big and SMEs. To be successful in the international market, these fields have to be developed and enhanced, matching the great quality of the products.

Ключевые слова: Brand Management, Business Management, Marketing, Marketing , Storytelling, wine, Italian wine