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European Business and Brand Building

Edited By Luciano Segreto, Hubert Bonin, Andrzej K. Kozminski and Carles Manera

A strong brand is a key factor in business success, both in the short-term and in the long-term. Brands help to provide a better understanding of the corporate and commercial culture of different firms. A brand reveals the knowledge capital held by a company, but also often reflects the perception of the firm held by consumers and stake-holders.
The book explores the historical process of building some of the most famous brands among European businesses and examines the extent to which the brands have contributed to the image of the firms and their differentiation against competitors in the industry.


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CHAPTER 4 - Champagne. A Distinguished Wine? The Creation of Champagne’s Brand Image 99 - Claire Desbois-Thibault


99 CHAPTER 4 Champagne A Distinguished Wine? The Creation of Champagne’s Brand Image Claire DESBOIS-THIBAULT Paris 4-Sorbonne University Today, no celebration, whether official and solemn or personal and jolly, no success, on or off the sporting field, can be thought of as complete without the pop crackle and fizz of champagne. No festivity is fulfilled without a bottle of the finest bubbly. Champagne is today a globally recognized brand name. But what exactly is this image that it projects of itself? Is it that of a vintage wine, of which more famous brand names catch the ear of its legion of devoted aficionados and lure them towards an impossible excellence? Or is it simply that of a local wine which has somehow managed to project the name of a small, 34,000-hectare vineyard into the hearts and minds of all cultured peoples throughout the world? A quick survey of how champagne has been perceived over the course of its history should yield some answers, or at the very least, provide some avenues for further thought. 1. The emergence of an exceptional wine Right from its first appearance sometime between the 17th and 18th centuries, champagne enjoyed an immediate, unexpected and, at the same time, vacillating success. Though it had a number of handicaps, its ability to awaken the senses played a large part in turning it into a wine of rare distinction. A. An immediate, unexpected and uncertain success There was also another essential factor behind champagne’s success: the bottle....

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