Academic Journal
Introducing the Authentic Alternative Brand Contact Experience Grid: Best practices from award-winning wineries.
| Τίτλος: | Introducing the Authentic Alternative Brand Contact Experience Grid: Best practices from award-winning wineries. |
|---|---|
| Συγγραφείς: | van Loggerenberg, Marthinus J. C.1 (AUTHOR), Enslin, Carla2 (AUTHOR) |
| Πηγή: | Journal of Brand Strategy. Autumn-Fall2026, Vol. 15 Issue 2, p112-131. 20p. |
| Θεματικοί όροι: | *Wineries, *Customer experience, *Brand name products, *Consumer psychology, *Brand identification, *Marketing strategy, Wine tourism, Wine districts |
| Γεωγραφικοί όροι: | Napa Valley (Calif.) |
| Περίληψη: | Wineries in competitive heritage regions increasingly invest in unconventional visitor experiences to heighten brand engagement and differentiation. However, innovation may threaten authenticity when encounters diverge from established narrative or provenance cues. This paper examines how award-winning wineries navigate the tension between brand authenticity and alternative brand contact experiences. An exploratory qualitative design identified cases through the Great Wine Capitals Best of Wine Tourism Awards (Innovative Wine Tourism Experiences, 2022–2025). Documentary analysis informed sampling, followed by semi-structured interviews with brand, marketing, and experience managers across eight wineries in Napa Valley and the Cape Winelands. Thematic analysis, supported by reflexive memoing, produced clear guidelines for the planning of authentic alternative experiences. These guidelines, in context of current literature, underpin a proposed Authentic Alternative Brand Contact Experience Grid, detailing best-practice planning principles: (1) a genuinely distinctive brand story; (2) an on-brand unconventional experience that honours brand congruence over time; (3) a lived stewardship that is both experienced and expressed by custodians; (4) the creation of an immersive multisensory experience; (5) expert curation; (6) responsible implementation; and (7) a commitment to continuous refinement and evolution of the experience. The paper advances theories of brand authenticity and experiential innovation, providing management guidance for heritage-positioned brands seeking differentiation with narrative congruence. This article is also included in The Business & Management Collection which can be accessed at https://hstalks.com/business/. [ABSTRACT FROM AUTHOR] |
| Copyright of Journal of Brand Strategy is the property of Henry Stewart Publications LLP and its content may not be copied or emailed to multiple sites without the copyright holder's express written permission. Additionally, content may not be used with any artificial intelligence tools or machine learning technologies. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.) | |
| Βάση Δεδομένων: | Business Source Index |
καταχωρήστε σχόλιο πρώτοι!