Reaching for Customer Centricity—Wine Brand Positioning Configurations

This study set out to uncover brand positioning configurations by presenting state-of-the-art management literature and applying a novel, mixed-methods approach examine the under-researched wine industry transformation towards open innovation in branding. German winery brands were analyzed using multimethod leaning on novel netnographic methodology multiple sources. The sample included 572 wineries from all 13 regions with website text data online review each winery. identified nine prime words used describe both identity as well image. It revealed word–price clusters of results offer insights into communication pricing opportunities for image, thereby contributing innovation.