Gestión estratégica de la marca en el mundo del vino

Resum

This paper analyzes the importance of brands as strategic elements to gain competitiveness in global market of wine, either for Spain as a major producer and exporter of wine or for any winery what seeks to expand its business through exports or internationalization. A better international positioning of Spanish brands in foreign markets not only will improve the competitiveness of wineries and the �Spain Brand� through the positive effects of the �Wines from Spain� image, but also will allow Spanish wineries to confront the imminent challenges of an increasing competitive international rivalry in the sector and the growing globalization of the wine market. The new situation is characterized by the fast irruption of well known brands from the new world producers, the increasing power of distributor´s own brands in the major export markets, and the accelerated configuration of large global multinational wine groups with enough power to negotiate directly with the larger global retailers and with the financial capability to acquire leading local brands. Certainly, this type of strategy requires a strong coordination and support among wineries, the geographic and origin denomination regulator institutions and the country institutions in charge of export promotion activities.