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Webinar: Capitalising on your brand portfolio packaging
$55.00
Description
In this webinar hear more about the benefits of linking wines with the same brand name together through their packaging, based on years of research at the Ehrenberg Bass Institute for Marketing Science.
Professor Larry Lockshin will present some very recent research measuring the consistency of packaging across a number of Australian wine brands from small, medium and large wineries. The research highlights which aspects or attributes of wine packaging are most commonly used across brands in the same portfolio and which have the greatest effect on perceived consistency across the portfolio.
Recorded: March 10, 2021
Presenter: Larry Lockshin, Professor of Wine Marketing, Ehrenberg Bass Institute for Marketing Science, University of South Australia